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Palm and Rockstar Take a 'Sunday' Drive

28 Mar, 2006 By: Jessica Wolf

Indie film company Palm Pictures and Rockstar Games are friends with low-riders.

Palm has teamed up with Rockstar to release the video game publisher's first feature film — Sunday Driver.

The documentary on Los Angeles' low-rider culture streets June 13 on DVD ($19.98) and UMD ($19.99).

The partnership plays on the two companies' similar philosophies on lifestyle programming.

“Both companies are culturally like-minded, share many marketing techniques and each of us contributes unique expertise and brand equity to reach the broad and desired audience, “ said Dave Koh, head of acquisitions for Palm.

Like Palm products, Rockstar programming is often loaded with music releases, and Sunday Driver is no exception, set to a pumping soundtrack from artists like Dr. Dre, TuPac, Jurassic 5, The Temptations, Mad Medicine, Booker T. & the MGS and others.

The film takes a closer look at “The Majestics,” the oldest African-American low-rider club in California, and examines the lifestyle, the enthusiasm for car restoration and the sometime law-enforcement scrutiny of the car club.

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