by Donald Wood
Last updated: 5:25 PM ET, Wed May 31, 2017
Enterprise Rent-A-Car announced Wednesday that it has formed a partnership with Paramount Pictures ahead of the new movie Transformers: The Last Knight, in theaters June 21.
The Michael Bay films and the classic toy line have created a legion of fans, and to celebrate the latest movie release, Enterprise is producing Transformers-themed digital content and promotion in branches throughout the United States.
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"While many may know Enterprise as simply a car rental company, we've done some evolving over the years to offer customers much more," Enterprise brand marketing vice president Lee Broughton said in a statement.
"Whether you're looking to rent, buy or share a vehicle, Enterprise has you covered. That brand promise, coupled with our new content strategy - focused on helping our customers pursue their passions - led us to team up with 'Transformers: The Last Knight.'"
To celebrate the new Transformers film's release, Enterprise created a throwback video commemorating the television commercials from the 1980s, which shows two children playing with their Autobot action figures and fighting against the Decepticons.
Using the help of an Enterprise rental car, the children take down the evil Decepticons and save the day for the Transformers.
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"Enterprise has found a clever and creative way to remind Transformers fans of the toy heritage of the movie franchise while introducing their expanded brand offerings," Paramount Pictures worldwide marketing president LeeAnne Stables said in a statement. "This is a great way for us to reach summer travelers and ramp up excitement for the new film."
In addition, customers at Enterprise locations will see movie-themed signage throughout June.
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