Kodak, Universal partner to promote The Mummy: Tomb of the Dragon Emperor


Mumbai: Eastman Kodak Company and Universal Pictures have collaborated to promote the latest Mummy franchise at the NASCAR Sprint Cup Series race at Chicagoland Speedway on 12 July. Through Kodak’s partnership with Penske Racing and NASCAR driver Ryan Newman, the Kodak No. 12 Dodge will feature a bold paint scheme from The Mummy: Tomb of the Dragon Emperor. Kodak will also have its branding on the car.

Brendan Fraser, who plays explorer Rick O’Connell in the series, will attend the race as Kodak’s guest and serve as Grand Marshal, giving the command "Gentlemen, Start Your Engines." Daytona 500 winner Ryan Newman will wear a Kodak-The Mummy: Tomb of the Dragon Emperor branded fire suit and helmet as will his pit crew.

"Kodak is thrilled to partner with Universal Pictures and Penske Racing on this exciting promotion that ties together our longstanding relationship with the motion picture industry and our partnership with NASCAR," said Eastman Kodak Company corporate marketing and business development director and vice president Betty Noonan. "When four great brands get together, great things happen and our customers win."

"Kodak has been serving customers in the motion picture industry for more than a century and we are proud of the great relationships we have with studios like Universal," said Eastman Kodak Company Entertainment Imaging Studio Initiatives director Michael Houser. "We are excited to partner with them to promote The Mummy: Tomb of the Dragon Emperor at the NASCAR race on Saturday and at Universal theme parks throughout the month."

"It’s a great way for us to logically join brands and extend out messaging to our consumers," said Universal Studios Partnerships executive vice president Stephanie Sperber.

"It’s pretty cool that we get to represent Kodak this weekend and what they do with the film industry with a special paint scheme for The Mummy: Tomb of the Dragon Emperor," said Newman. "The car is pretty cool looking, and I think the fans at Chicago will really enjoy it. It is a unique paint scheme for the first race under the lights at Chicago. We’re really looking forward to running well with the car and having Fraser as our guest at the race."

In addition to the racecar branding, Kodak-The Mummy: Tomb of the Dragon Emperor advertising will appear on trackside billboards and the film’s trailer will be shown on SprintVision inside Chicagoland Speedway throughout the race weekend. Additional advertising will appear in print and online, as well as the Kodak Times Square Gallery in New York City. Themed merchandise, including die-cast cars, t-shirts and hats, will be available starting the weekend of the race.