Relativity Media Co-Sponsors No. 43 Race Car at 2011 Texas NASCAR Sprint Cup Series with Immortals Branding

Virgin Produced brings Relativity Media, Best Buy and Richard Petty Motorsports together for joint branding takeover
(Beverly Hills, Calif.) October 28, 2011 – Relativity Media and Virgin Produced will promote its upcoming epic adventure Immortals to millions of NASCAR fans by co-sponsoring the No. 43 Richard Petty Motorsports Ford. Through its partnership with Sir Richard Branson’s Production Company Virgin Produced, Relativity will join Best Buy and Richard Petty Motorsports in this co-branding initiative. The celebrated AJ Allmendinger, also known as “The Dinger,” will drive the No. 43 car at the 2011 NASCAR Sprint Cup Series event at Texas Motor Speedway in Ft. Worth, Texas on November 6, 2011, five days before Relativity’s Immortals opens in theaters on November 11, 2011.
Branded with Best Buy logos, The No. 43 race car will also feature the Immortals title treatment placed on the hood, upper rear quarter panels and deck lid. In addition, the crew and Allmendinger will wear Immortals hats and shirts, as well as the title treatment on the pit wall banner. Relativity will also have access to trackside photography services, Richard Petty Motorsports digital media efforts, autographed merchandise and more public relations support as a result of this collaboration.
Relativity formed its innovative partnership with Virgin Produced in 2010 with a first look deal in which the company produces films for the studio. Virgin Produced’s presence across a diverse range of businesses is what brought Relativity Media, Best Buy and Richard Petty Motorsports together for this No. 43 RPM Ford branding takeover. Best Buy will also feature Immortals custom video content on media walls in its stores nationwide from November 1, 2011 through opening day on November 11, 2011. Virgin Produced also brought together Relativity and NASCAR hall-of-famer Richard Petty, co-owner of the NASCAR team for which Allmendinger drives, through its existing relationship with them.
From the producers of 300, Mark Canton, Gianni Nunnari, and Relativity’s CEO Ryan Kavanaugh, Immortals stars Henry Cavill (Superman: Man of Steel), Luke Evans (Robin Hood), Kellan Lutz (Twillight), Isabel Lucas (Transformers: Revenge of the Fallen), Freida Pinto (Slumdog Millionaire), Stephen Dorff (Public Enemies), John Hurt (Hellboy) and Mickey Rourke (Iron Man 2). Directed by Tarsem Singh (The Cell, The Fall) and written by Charles Parlapanides and Vlas Parlapanides, Immortals tells the story of the ruthless King Hyperion (Rourke), who leads his bloodthirsty army on a murderous rampage across Greece to find a deadly weapon that will destroy humanity. A mortal chosen by Zeus named Theseus (Cavill) must lead the fight against Hyperion and his evil army with the fate of mankind and the Gods at Stake.
Relativity Media just wrapped production on its Untitled Snow White (in theatres March 16, 2012), starring Oscar®-winner Julia Roberts, Lily Collins, Nathan Lane, and Sean Bean. Relativity’s expansive 2012 slate also includes Haywire (in theatres January 20, 2012), Act of Valor (in theatres February 17, 2012), The Raven (in theatres March 9, 2012), Untitled Farrelly/Wessler Project (in theatres April 13, 2012), House at the End of the Street (in theatres April 20, 2012), Safe Haven (in theatres June 1, 2012) and Hunter Killer (in theatres December 21, 2012).
Relativity Media is a next-generation studio engaged in multiple aspects of entertainment, including full-scale film and television production and distribution, the co-financing of major studio film slates, music publishing, sports management and digital media. Additionally, the company makes strategic partnerships with, and investments in, media and entertainment-related companies and assets.
To date, Relativity has produced, distributed, and/or structured financing for more than 200 motion pictures. Released films have accumulated more than $16 billion in worldwide box office receipts. Relativity’s recent films include: Machine Gun Preacher, Cowboys & Aliens, Bridesmaids, Hop, Limitless, Battle: Los Angeles, Season of the Witch, Little Fockers, The Fighter, The Social Network, Salt, Despicable Me, Grown Ups, Dear John, It’s Complicated, Couples Retreat and Zombieland. Upcoming films for Relativity include: Immortals, and Anonymous. Thirty-seven of the company’s films have opened to No. 1 at the box office. Relativity films have earned 60 Oscar® nominations, including nods for The Fighter, The Social Network, The Wolfman, A Serious Man, Frost/Nixon, Atonement, American Gangster and 3:10 to Yuma. Fifty-nine of Relativity’s films have each generated more than $100 million in worldwide box-office receipts.
Relativity also owns and operates Rogue Pictures, a company that specializes in films targeted to the 13-25 year old audience, and RogueLife, Relativity’s digital studio which is developing original content for the Web and creating sustainable online platforms and communities. RelativityREAL, Relativity’s television arm, has 67 projects in production, including 17 original series that are currently airing or will air in the upcoming television season including Police Women for TLC, Coming Home for Lifetime and The Great Food Truck Race for Food Network.
Known to many simply as “The King,” Richard Petty is the most decorated driver in the history of NASCAR racing, winning a record 200 races and seven NASCAR Sprint Cup Series championships during his illustrious career. In late 2010, Petty partnered with Medallion Financial and Douglas Bergeron to purchase the assets of Richard Petty Motorsports. Richard Petty Motorsports fields two teams in competition in the NASCAR Sprint Cup Series. AJ Allmendinger wheels the famous No. 43 Ford Fusion and Marcos Ambrose drives the No. 9 machine with sponsorship from Stanley and DEWALT. For more information about the Concord, N.C.-based race team, please visit
Virgin Produced is the film and television development, packaging and production arm of Sir
Richard Branson’s Virgin Group. Led by CEO Jason Felts and CCO Justin Berfield, Virgin Produced is breaking the corrosive mold of Old Hollywood by providing a collaborative environment that embraces talent so they can best create and inspire while utilizing the entire marketing platform of the brand’s airline, mobile, hotel, retail, and social media power to reach over 60 million Virgin consumer ‘brand fans’ worldwide. Launched in 2010, Virgin Produced’s first production was the paranoia-fueled thriller Limitless, which opened #1 worldwide and has grossed over $170M. With an equal focus on television and film, Virgin Produced’s film division plan to produce 15 films over the next three years through their strategic partnership with Relativity Media, including Machine Gun Preacher, Immortals, Untitled Farrelly/Wessler Comedy and 21 and Over.

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