Jeep plays role at 'Independence Day: Resurgence' premiere
HOLLYWOOD -- It wasn't just actors who were the stars at the glitzy premiere here Monday night for the new summer action movie Independence Day: Resurgence. A new Jeep Grand Cherokee held a prominent place on the red carpet as well.
The SUV's appearance amid celebrities trolling the carpet underscored how Fiat Chrysler continues to make movie product placements and celebrity events a key part of its marketing strategy. In the past, it has provided for sponsorships from Fiat, for movies like the Godzilla remake, or Dodge, which has its muscle cars in the Fast and Furious films.
Fiat-Chrysler SUVs had Jeeps prominent at the entrance to the theater to underscore how the rugged vehicles took a role in the movie, The movie is a sequel to the 2006 film Independence Day about an alien invasion of earth, repelled largely through the exploits of Will Smith and Jeff Goldblum.
Smith isn't in this film, but Goldblum returns.
The Jeeps are not easy to pinpoint amidst the action on-screen. But their inclusion in the patriotic film was an easy decision for executives,
“This is a movie we knew we could have fun with.” said Scott Brown, the Fiat Chrysler spokesman on the red carpet in front of the TCL Chinese Theater. “It's such an iconic movie,” says Brown, “It's a natural fit for Jeep to be a part of it.”