TERMINATOR SALVATION

Type: Theatrical
Timing: May 2009
Studio: Warner Bros. Pictures
Partners: Ducati
Category: Automotive
Target/Product: Adult Males

Warner Bros. Pictures and Ducati teamed up to promote TERMINATOR SALVATION. Two of Ducati's high-performance bikes appear prominently in the film as a pair of villainous killers. Scenes in the films showcase the high-performance capabilities of Ducati's Hypermotard bike. Four of the motorcycles were used during the production but then digitally transformed into moto-Terminators in the film, complete with guns and a menacing robotic exoskeleton. As part of the promotion, a behind-the-scenes documentary was produced on how Ducati's bikes were used on set and then digitally replaced. That documentary was featured on the TERMINATOR SALVATION DVD. A custom trailer for the film was shown on Ducati's website, at events and at its more than 160 dealerships around the world. Additionally, Ducati incorporated the promotion into its email marketing efforts.