| Volkswagen AG's new Touareg 2 might snatch the | | | | statement. “Universal has facilitated many |
| limelight near the end of “The Bourne Ultimatum,” | | | | successful collaborations between VW and |
| the Universal Pictures' upcoming film. In the movie, the | | | | filmmakers, resulting most recently in significant |
| Touareg is involved in a nerve-racking major chase | | | | integration into 'The Bourne Ultimatum.'“ |
| scene where it flaunted its enviable performance. | | | | “In the first two years of the relationship, VW has |
| As for “Bourne,” VW is basing the introduction | | | | leveraged 'King Kong' and 'The Bourne Ultimatum' to |
| of its updated Touareg 2 model on the film, with a | | | | create significant global marketing campaigns. An |
| multimillion-dollar campaign including TV, print and online | | | | average of one global campaign a year, especially at |
| ads. This is to bolster enhanced Volkswagen Touareg | | | | the beginning of such a large alliance, is, in our opinion, a |
| parts incorporated in the redesigned sport utility. | | | | fantastic track record,” was added to the |
| But the automaker’s executives are dismayed with | | | | statement. |
| the overall marketing partnership that the company | | | | VW expects to spend roughly $40 million over the |
| entered with NBC Universal in May 2005. The | | | | three-year deal. But sources said that the automaker |
| “Bourne,” which will be shown August 3, is the | | | | has the option to extend the term for two years. |
| eleventh movie placement for VW. But according to | | | | Biswurm said that VW has not decided whether it will |
| company sources, the film is only the second that has | | | | exercise its option to extend the contract for a full five |
| met the German automaker’s expectations. The | | | | years. “That decision hasn't been made yet,” he |
| other film, “Knocked Up,” a comedy set to arrive | | | | said. “I think the problem is a systemic studio |
| in theaters June 1, also is commended by VW. | | | | weakness, and Universal has done a number of things |
| Sources said that all the other placements VW has | | | | recently to address those weaknesses.” |
| had in Universal films have not been sufficiently | | | | “Some of the films discussed in the second year of |
| memorable or significant. “The placements we've | | | | the contract are still being produced, and Year 3 is still |
| had so far are not up to the standard we had | | | | ahead of us, so we really only have the first contract |
| expected when getting into this deal,” said Martin | | | | year to make our judgments on at the moment,” |
| Biswurm, the international entertainment marketing | | | | Biswurm added. |
| manager at Volkswagen. | | | | Despite the fact that the automaker is dismayed with |
| Meanwhile, Universal said that it is “proud” to | | | | the results of the deal, VW at least believes it did not |
| have “successfully placed” 21 VW-brand | | | | overpay for what it has received so far from the pact. |
| vehicles in 17 Universal, Focus and Rogue films totaling | | | | Universal declined to give terms of the alliance. |
| $990 million in global box-office in the first two years of | | | | “What we've spent so far is commensurate with |
| the companies' alliance. “VW has been integrated | | | | what we've received and what we expect to receive |
| into 56 Universal premieres and events and has had a | | | | based on films in the pipeline,” Biswurm said. |
| brand presence on nearly 40 million Universal, Focus | | | | “Until recently, the placements have been marginal. |
| and Rogue DVDs globally,” the film outfit said in a | | | | That weakness is a cause for our disappointment. |