For the first Transformers movie, director Michael Bay struck a deal with General Motors to use their cars as the vehicular disguises for the film's titular heroes. It was a zero-sum game for both the studio, Paramount Pictures, who saved money on production costs, and General Motors, whose vehicles would be front and center in a highly anticipated, multi-million dollar blockbuster.
“You’re going to see these cars as the heroes. You’re not going to see the other actors,” said Dino Bernacchi, GM’s associate director of branded entertainment. “These cars are the stars, literally, in the movie.”
Transformers went on to gross $770 million at the international box-office, whilst GM saw a massive increase in sales and demand for their vehicles, particularly the Chevrolet Camaro, the car used as a disguise by the autobot Bumblebee. Future films in the franchise would go on to use a variety of other cars provided by General Motors. An effective example of product placement in a Hollywood production.
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