Like filling up the tank of a treasured hot rod, it appears that the modern world of film – or more accurately, Hollywood – is pumping theaters full of big budget films that don’t shy away from showcasing automobiles as both commodities and exciting eye-candy. Case in point: The Fast & The Furious franchise. Tricked out muscles cars, NOS-filled foreign sedans and even some exotic rarities are as much stars of those films as Vin Diesel and Dwayne “The Rock” Johnson. Love ’em or hate ’em, the Fast and Furious films are a now a cultural phenomenon that absolutely kills at the box office. Universal Studios couldn’t be happier, audiences can’t seem to get enough and auto enthusiasts have a yearly banquet of thrilling “popcorn” flicks filled with gratuitous vehicle chases. Sounds like a win-win-win. But is it?
I love films and I love automobiles and when the two blend together on the movie screen, it can be cinematic bliss . . . when done right. I’m not entirely sure The Fast and the Furious franchise reaches this height of cinematic utopia anymore. I thoroughly enjoyed the first film in the series; every consecutive film in the series, not so much. While each sequel seems to trade story and substance for over-the-top action and one-liners, they do deserve credit in providing a slew of cool cars that are hard to resist. So I ask myself: if I enjoy the vehicles in films like The Fast and the Furious franchise but not the story, are these film really worth my time and money? Does – or should – Hollywood even care about making quality films that highlight cool cars and rough trucks?
To help me answer this question I turned to two fellow film buffs and auto enthusiasts: Jesus and Christopher. Jesus R. Garcia of JesusBehindTheWheel.com is a freelance auto writer who maintains a vintage car collection and writes auto fiction in his spare time. Christopher Rutkowski is the creator and host of theAficionauto series on YouTube which focuses on his favorite cars from popular movies. We had a chat via email recently about automotive brand marketing in movies and the conversation was nothing short of enlightening. Here’s how it went:
Phillip: Jesus, Christopher – Do you think that the Fast & the Furious franchise best represents how the modern film industry can combine entertaining stories with the raw, alluring energy of powerful cars?
Jesus: I like to think that creating films that promoted the automotive culture was the original idea [for The Fast and the Furious] in 2001, but they slowly pulled away from it the more money the films made. Now, each movie feels like it’s trying to one-up itself in seeing how far they can stretch reality before being asked to join the Avengers in some cross-marketing opportunity. Greed ruined the franchise. Once Universal studios saw the potential they decided to throw everything at it. Bigger stars, bigger stunts, simpler lines, and more merchandise. I don’t consider these films to be “car-movies” anymore because car movies are traditionally movies with realistic, gritty, car chases that revolve around the culture. With a sense that anyone who doesn’t “get cars” might not fully enjoy the film, for example, The Gumball Rally (1976) or American Graffiti (1973). I see the Fast and Furious franchise as Rambo with NOS. Or Transformers without Michael Bay.
The AC Shelby Cobra 427 1966 and the Ferrari GTS/4 1972 in Warner Bros’ “The Gumball Rally”
Phillip: It’s funny you mention the Avengers crossover because I’ve always joked with a buddy of mine that at this point I’m just waiting for them to announce “The Fast and the Furious in Space” where somehow they rig a Dodge Charger with a rocket to fly in zero gravity.
Jesus: F&F stopped being a car movie the second they started crushing cars with a bank vault in Rio. Now, saying the F&F franchise promotes car culture is sort of like saying Stars Wars promotes NASA. They are big screen action blockbusters that as one friend told me, “are best when you see them with the mindset of a 12-year-old.” There is nothing wrong with that, because who doesn’t enjoy watching action films with a big tub of popcorn in an IMAX theater?
Christopher: First of all let me say I am a huge fan of the franchise, but even with that well-known fact I still don’t think them infallible. I personally know several of the filmmakers from throughout the growing film series and I can attest to their passion for the project, cars, and the craft. What started with Rob Cohen as a gritty and raw street movie has seemingly turned into an action superhero movie. Rob has told me that it’s not what he envisioned for the franchise. I’ve also spoken to Dennis McCarthy, the man responsible for the cars in today’s movies, and he absolutely loves the extremes the new scripts push in regards to the action. The new stories allow him to push the technical limits of the cars he’s ordered to work with. For example, the Ice Charger has become his new favorite creation because the Ice chase forced him to create a brand new supercar out of our beloved Dodge Charger, even though it barely gets any screen time! So I guess it all depends on who you talk to on the creative team to see where people stand on the series.
Dennis McCarthy’s “Ice Dodge Charger from Fast 8.
Phillip: I think it’s awesome to get an inside look at the series from the point of view of the vehicle designers. Puts a whole new perspective on the films. With that in mind, is it enough that these films at least provide an opportunity for cars and automotive culture to shine? Or is just a clever way for the auto industry to use cinema as a “vehicle” to showcase their “fast and furious”?
Christopher: I believe the ax comes down with the fans. As a fan, the most recent [Fast and Furious] iteration of what is supposed to be a street racing movie isn’t what I hoped it would be. It’s definitely the funniest film they’ve done so far. My problem with it is Fast 7. That was a hell of a great fast and furious movie! The action was real, the cars were unique and impressive, and the story had some reasonable basis in reality with a premise that wasn’t so contrived that you wanted to throw popcorn at the screen. I guess you can say my expectations were high – the cost of making a good movie. I just want to see more REAL car action and perhaps a return to the gritty street life that the stories started off in. This is where you look to the car manufacturers. Is this a vehicle for Dodge to sell more chargers and challengers? YEP. Just look at the fact that they write on the “ice charger” placard that they put a hellcat motor in it. EVERYONE knows Dennis is putting LS motors in everything. Is it their fault that the films aren’t what we’re hoping for story wise? I’m not sure I can place all the blame on them, but they are contributing. What do you guys think?
Phillip: It’s interesting, and strangely satisfying, to know that Dennis McCarthy is having a blast using the films has his own playground to build fun and exciting cars. It sounds like he has a kick-ass time imagining and creating them. The technical details behind designing the Ice Charger must be fascinating and it’s those details that I think can make the series engrossing on another level. I haven’t seen this newest film but I’m assuming they don’t go into much detail on how the Charger transformed into the Ice Charger. That’s more interesting to me than the action sequence it’s placed in, but that’s just the car nerd in me. Fast 8 isn’t a car documentary, after all.
Jesus: The auto industry could use the franchise as a product placement vessel for their latest performance cars (Like Transformers), but would the audience care? Most people watch these films to see Dwayne Johnson duke it out with Jason Statham and enjoy clips of women swaying next to candy paint jobs. They aren’t interested in seeing the latest hypercar they can’t afford unless it’s jumping from one building to another. Auto manufacturers plugging their product in movies is nothing new. Acura and Audi in Marvel’s The Avengers, or FCA in DC’s Batman vs. Superman, but at least they use vehicles a typical consumer is more likely to check out at a dealership.
The special edition Jeep Renegade as see in Warner Bros. Pictures’ “Batman v Superman: Dawn of Justice.”
Phillip: I’m glad you brought up Batman Vs Superman because I did notice FCA’s lineup throughout and I thought those actions scenes were just as effective in using recognizable brands in slick action scenes. Although, when I saw a Dodge Durango being torn to bits in that flick, I didn’t flinch. In contrast, when one of the classic cars in Fast & Furious comes close to being nicked, my stomach drops like it’s my own car about to be hit by a runaway shopping cart in a grocery store parking lot.
Jesus: I really started to turn my back on the franchise after the 4th movie when I learned they destroyed a 429 CJ, 4-speed, 1972 Torino. It’s one thing to recycle rust buckets, fit an LS, and go smash it into a wall, but a rare optioned vintage car with some potential worth saving? Not cool. Not to mention the shortage of 2nd gen Chargers. Poor Ghost Rider has to settle with just 2 chargers for the Agents of Shield tv show, lol.
Phillip: I haven’t seen Marvel’s Agents of Shield but I definitely would like to check out Ghost Rider’s Charger. The Jeep Renegade that Bruce Wayne drives in the opening shot of Batman Vs Superman is pretty dope though. I’d take that over the Batmobile. And it brings up another question: Should the marketing teams behind automobile product placement in films take more of an active role in the creation process to ensure that their products are being placed in more variety of stories? Or is that overstepping too far into a film as an artform? Nothing wrong with a mindless action flick but can a quiet, thought-provoking indie flick make an impact on consumers with the same level of product placement?
Christopher: Hope you were being sarcastic when it comes to that Jeep Renegade, Phillip. The newest Batmobile, also a Mccarthy creation, is probably the most impressive iteration of the superhero vehicle I’ve seen so far! On a transport truck, each of the back wheels hangs off by a foot!
The Batmobile from Warner Bros. Pictures’ “Batman v Superman: Dawn of Justice.”
And, hell yeah an indie flick can make a car into a true hero. You need only look to a small film out of New Zealand called Porkpie. It’s a remake of a classic 70s kiwi film that makes you fall in love with the Mini Cooper all over again.
I usually take Aston Martin as a great example of car promotion in films. Bond, for the most part, has complete freedom on how to use those cars in the franchise and it’s usually a huge win. Spectre, however, was the odd man out in this case. That chase scene was seriously subpar and may have been crippled from the beginning by using a unique concept car for a movie. The whole chase seemed like it happened at 40mph. But of course, you can’t destroy a one-off.
Chrysler and Dodge are definitely king of the film industry. Look at any movie that needs a car chase. Usually, that car chase needs an angry car that can take unlimited abuse and take to the air more often than a student pilot. That car is, more often than not, a Dodge Charger, whether it’s the current model or not. They do need to take a step back from the process though. When you watch Batman Vs Superman you’re taken out of the movie when you see the Challenger commercial in the middle of the movie… it’s becoming a bit much. In the end, it comes down to trust and financial risk. Chrysler is paying a certain amount for the placement and they want their money’s worth. They don’t want to risk it not working which is the same problem Hollywood is dealing with right now. The film industry is not willing to take any more risks which is why we’re living in a world of sequels and remakes. As a filmmaker myself, the future of my industry is looking a little bleak.
Marketing poster from Columbia Pictures’ “Spectre”, featuring the Aston Martin DB5.
Phillip: Chris, I admit, I had to look up an image of the new Batmobile from the Barman vs. Superman movie because apparently, I didn’t really analyze its design the first time I saw the film. I’m embarrassed because I should have noticed – I’m a fan of Batman’s cinematic history and I liked the design of Christopher Nolan’s Batmobile. But McCarthy’s take on this legendary vehicle is also a very admirable addition – it’s a fantastic blend of fantasy and realistic badassery.
I also think you hit the nail on the head about the level of automotive brand placement in modern films; it never used to seem so blatant before. Or so nonchalant. Watching Logan this past March, where a Ford logo on a truck seemed to linger forever in the middle of the screen, I was reminded of how this type of marketing can be destructive to film as story. Like you, I was yanked out of the scene long enough to realize that I was actually looking at a brief commercial woven into the entertainment that I had just paid for. I mean, would it have changed the film at all if the truck’s brand wasn’t so prominent? Is it right that we’ve become so accustomed to being consumers that we should accept advertising in places where it isn’t really needed? Or is that just the price of watching films in the 21st century?
Jesus: I don’t know if you guys have watched the show Futurama, but in the year 3000 commercials play in your dreams. Sounds absurd, but if current technology had the capacity to do this, you best believe ad agencies would jump at the chance to show us 15-30 second ads in between dreams and nightmares. Point being, every time a new media platform comes along it doesn’t take very much for someone to figure out how to advertise on it. Snap chat is a good example.
Most people I see out and about aren’t really aware they are watching product placement, or simply don’t care. Personally, I’m tired of all of it. Especially “personalized” ads on my phone.
I once had an argument with some hippy dippy “app developer” in Portland (of all places) where she was convinced that the internet was an altruistic endeavor to keep the world connected. This may be “a fact” though it’s not the end of the story. The internet is most definitely not altruistic by nature and it’s not being upheld by the world’s sustainability-minded love mongers. It’s being run by the corporations all hell bent on driving sales. This is the way of the world. Everything is meant to take your money out of your wallet, why would the film industry be any different? It’s a major international industry made to drive the economy upwards while giving us a reason to leave the house and socialize. If it weren’t for hard promoters like Dodge I wouldn’t have the kick ass car that I drive every day from the SYFY show Defiance. I also probably wouldn’t have much content for my YouTube channel in the end too, haha.
Jesus: Movies are a perfect platform to advertise cars. Millions of viewership and people are in a state of entertainment so they won’t notice the ad so long as the movie is exciting. Only people like us who work in the world of marketing and automobiles notice because it’s part of our job.
I don’t think it’s right that we’ve become accustomed to this because it’s a slippery slope. Very easy for certain people’s opinions to be swayed by advertising (government elections for example). There should be a line in the sand to stop advertising in certain parts of everyday life.
The original Fast and Furious movie poster circa 2001.
Christopher: To be honest I embrace all of it. When I get to that level of filmmaking, when the time comes, I personally would like to have the control over how these cars are used. That’s where my line is drawn – it should still be up to the discretion of the artists in charge.
After all, where would you get to see the latest and greatest in cars in action if it’s not on the big screen right? Someone’s gotta do it.
Hats off and much props to Jesus and Christopher for taking the time to write about this subject with me. Make sure to check out Jesus’s unique car fiction at JesusBehindTheWheel.com and then go over to watch Christopher’s incredible videos on YouTube at The Aficionauto. Let us know what car movies you’re into in the comment section below.
