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Blockbuster Makes Indy Run

5 May, 2008 By: Erik Gruenwedel

Blockbuster Inc. through May 25 is barnstorming select cities showcasing the “#26 Team Indiana Jones Presented by Blockbuster” Indy racecar driven by Marco Andretti.

The promotion, co-sponsored by Lucasfilm Ltd., is in advance of the May 22 theatrical release of Indiana Jones and the Kingdom of the Crystal Skull, from Paramount Pictures and directed by Steven Spielberg.

Andretti, who is the grandson of racing legend Mario Andretti and son of 1991 IndyCar World Series Champion Michael Andretti, will drive the car May 25 in the Indianapolis 500.

Dallas-based Blockbuster is using the car sponsorship throughout the year for select theatrical and rental releases.

“Racing is a great way for us to get our brand in front of thousands of loyal fans who love to be entertained, either by the thrill of the race or by the silver screen,” said David Podeschi, SVP, Blockbuster.

The fourth “Jones” installment again showcases the adventures of archaeologist/adventurer Dr. Henry “Indiana” Jones (Harrison Ford), and represents a prolonged (19 years) follow-up to Indiana Jones and the Last Crusade in 1989.

In advance of the movie, Paramount Home Entertainment May 13 streets Indiana Jones: The Adventure Collection DVD boxed set featuring the three original films: Indiana Jones and the Raiders of the Lost Ark, Indiana Jones and the Temple of Doom and Indiana Jones and the Last Crusade.

The studio also released re-edited installments of George Lucas' defunct TV series “The Adventures of Young Indiana Jones” on DVD, including Vol. 1: The Early Years and Vol. 2: The War Years last year. Vol. 3: The Years of Change was released April 29.

The Indiana Jones/Blockbuster car will appear May 6 in Phoenix, then in Denver (May 9), Dallas (May 11), Chicago (May 14), Detroit (May 15), Philadelphia (May 17), New York (May 18) and finally in Indianapolis (May 21).

The tour began May 2 at a Blockbuster store in Los Angeles, followed by stops in Las Vegas last weekend.

Separately, Blockbuster is offering targeted e-mail consumers a used copy of American Gangster and free month trial membership with a paid subscription to online rental, in-store return service Total Access.

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