MUMBAI: LG Electronics MobileComm U.S.A. has inked a partnership with Paramount Pictures and Marvel Studios to launch a multi-faceted campaign to promote the role of technology in the upcoming Marvel Studios film Iron Man. The film will be distributed by Paramount Pictures.

LG Mobile Phones vice president of product strategy & marketing Ehtisham Rabbani, Paramount Pictures senior vice president worldwide marketing partnerships LeeAnne Stables and Iron Man director Jon Favreau made this announcement at the 2008 International CES, the world’s largest consumer technology trade show.

Before the film releases 2 May, LG will unveil advertising, as well as retail, online and consumer electronics industry initiatives to showcase the company’s high-tech expertise and ‘leading role’ in developing sophisticated and aesthetically pleasing multimedia devices.

“In today’s fast-paced world, cell phones often perform heroic feats when it comes to connecting consumers with friends and family, solving business problems and staying current with up-to-the-minute news and entertainment,” said Rabbani. “Iron Man lead character Tony Stark (played by Oscar nominee Robert Downey Jr.) embodies what LG is all about by pushing technology boundaries and insisting on having the most innovative and advanced gadgets, including his mobile phone.”

“Paramount is thrilled to have a brand leader like LG aligned with this technology-driven, action-packed film,” said Stables.

“Technology is an important element in Iron Man and we are very excited to be working with LG,” added director Favreau. “LG brings a stylistic and advanced technology approach that complements Iron Man,” the film’s producer Kevin Feige added.