Jeff Gordon and Darrell Waltrip are not the only NASCAR stars hitting the big screen these days. Some of NASCAR's most recognized sponsors - Chevrolet, Target, Lowe's and Diet Mountain Dew/National Guard - are featured in the newly released Transformers: Dark of the Moon.
In the film, three NASCAR-themed cars come to life as Autobots - that's the good guys for all you non-Transformer fans - in a fight scene that takes place on the streets of Chicago. While the presence of the NASCAR-themed robots is a major statement for the sport, it has also proven to be quite beneficial for the sponsors.
The film's one week estimated box office grossing was $414 million worldwide (according to IMDB.com), and the three NASCAR sponsors are benefiting from their cameo roles.
According to Joyce Julius & Associates, Inc., Target's 15-second exposure in the 157-minute film garnered an estimated $393,940 of value. That is quite impressive when considering Target took in an average $468,600 of exposure during each NASCAR Sprint Cup Series race broadcast live in 2011.
In addition to Target benefiting from the brief appearance, Chevy Impala was the second-most prominent NASCAR sponsor in the film, earning $262,625 for its 10 seconds of exposure.