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December 02, 2010

Carl's Jr. munches on some 'Green Hornet' in unlikely placement

By T.L. Stanley on Thu Dec 2 2010

It's a distant memory that the upcoming comic-based action flick The Green Hornet got shopped to auto manufacturers as part of a whopping $35 million product placement deal. (This was 2003, but that seems like a very long time ago. Back then, there was a decent amount of interest from marketers in putting their nameplate on the hero car, the Black Beauty. It would've been record-breaking in car/movie marriages if it had happened.) Now, after years of development hell and script, studio, director and star changes, there's—wait for it—a Carl's Jr. tie-in! Carl's Jr.? Anyway, throw in sister chain Hardee's and it's a national promo and a source of added media for the movie, which needs all the help it can get launching in the early-January dead zone. The burger chain is giving away a tricked-out version of the Black Beauty, a vintage Chrysler Imperial, and just released its first commercial with stars Seth Rogan and Jay Chou as the movie's masked crime fighters. The spot blends explosions, gadgets and wisecracks in a way that's probably indicative, judging by early reports, of what we can expect from the flick. In other words, yikes. At least the car's really hot.

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