Saturn Hopes to Score Big at the Summer Box Office

Advertising Age reports that Saturn plans to advertise at movie theaters this summer, promoting its Vue sport-utility and Aura midsize sedan. "What's the big draw of the big screen?" asks AdAge. "A captive younger audience."

The onslaught of cars rolling into movie theaters this summer isn't the cartoon kind. Rather, it's an advertising barrage from automakers trying to get at the blockbuster crowd and driving double-digit segment growth in the medium. General Motors' Saturn Vue and Aura models will be starring on over 30,000 screens in June via buys with both Screenvision and National CineMedia, said Dave Koziara, the brand's advertising manager. He expects to reach more than 150 million people with the ads from Deutsch, Los Angeles, and dealers will have vehicle displays at theaters and linked activities in some markets.

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It's been more than three years since General Motors announced it was shuttering its "different kind of car" division. At the time, Roger Penske was attempting to purchase the brand and possibly stock it with cars sourced from plants in the US, South Korea, Mexico, or even Europe. Ultimately Mr. Penske couldn't get a deal done within GM's tight timeframes and Saturn was closed. While frantically attempting to keep up with rumors swirling around Saturn that fateful year, I made a decision to rethink the way I was collecting and reporting the news. In the midst of all the uncertainty surrounding Saturn, I began to draw up plans for new and improved version of SaturnFans.com that could not only help visitors track what Saturn news was happening, but where it was happening as it was happening.