The soon-to-be-released Paramount film ‘Monster Trucks’ prominently displays the 2015 Ram 1500 Rebel – a tie-in that could turn out to be a major marketing blunder for Fiat Chrysler and its truck making division.
FCA has enjoyed several successful marketing tie-ins with major Hollywood movies, like the Fast and The Furious franchise, for example, but it’s unlikely its association with Monster Trucks will do much good for its business. Paramount is projecting it will take a $115-million loss on the film, shooting for which began all the way back in 2014.
‘Monster Trucks’ follows the story of a high-school senior who builds a lifted-truck with spare parts from scrapped cars. An accident at an oil field then spurs up a subterranean creature, which finds its way into the protagonists truck. The two then become pals and fight all sorts of trouble together.
Think what you will of the plot, but it’s likely that ‘Monster Trucks’ could have been popular among families at the box office, and it still may be. The problem is that Paramount spent a reported $125 million on the film, an investment they were never going to see a return on. Now, Ram is stuck being associated with what could turn out to be a laughing stock of a film.
Film experts aren’t convinced Ram’s placement in the movie will be all that detrimental, however. Stacey Jones, CEO of a Hollywood marketing agency, explained to Automotive News that even if ‘Monster Trucks’ bombs, it will still appear on streaming video, pay-per-view and other services, putting Ram’s product back on their televisions.
“There is a lot of value there, even if the film is a horrible bomb,” Jones said. “As a marketer, you can hit a segment audience, target a specific consumer demographic.”
Check out the trailer for Monster Trucks embedded above.