Iron Man’s back in an Audi.
The German automaker is returning to Marvel Studio’s superhero franchise for a third time, providing hero cars and marketing dollars to “Iron Man 3.”
Robert Downey Jr’s Tony Stark character will drive the company’s new electric version of its R8 supercar, with the e-tron logo boldly visibly in scenes. Other characters will also be seen in Audi sedans, like the A7, and SUVs.
The high-profile product placement, which can be seen in the new trailer released today, comes with a commitment from Audi to spend well north of $10 million on TV, print, online and other media to promote the film worldwide. Such marketing spends are common — and often required — from major brands in order to appear in tentpoles.
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