THQ "Cars" Game Set to Draft on Film's Success

Actor Owen Wilson, the voice of Lightning McQueen in both the Disney's Pixar "Cars" movie and the THQ's Rainbow Studios videogame, holds one of many toys aligned with the film's release. Wilson was in Concord, NC at the Lowe's Motor Speedway in the heart of NASCAR country for the press junket and world premiere of "Cars." Disney stole much of the thunder from speed week with its world premiere on May 26 on four, five-story tall screens set up around Turn Four of the NASCAR race track. The charity event attracted nearly 40,000 paying fans and raised $1 million for Speedway Children's Charities and the Newman's Association of Hole in the Wall Camps. And THQ was right there in the thick of things with two kiosks featuring the "Cars" videogame collaboration with Pixar, which drives into retail on June 6 ahead of the June 9 release of the film.

"Cars" is the latest videogame from THQ that was made in conjunction with John Lasseter and the creative team at Pixar. Taking things a step further than "The Incredibles" game, "Cars" features dozens of vehicles and a road rally race that were cut from the feature film during the creative process. In addition to the new vehicles, the game offers new mini-games and races and expands the film's world beyond Radiator Springs to include Carborator County and Ornament Valley.

Perhaps the biggest coup for THQ was the fact that every actor from the movie signed on to voice their vehicle for the videogame. This is a first for any Pixar videogame and a rarity in the game world, where voice-alikes are used for the majority of CGI movies. Some of these voice-alikes are so good that you don't notice the difference, but having Paul Newman in a videogame is quite an accomplishment. Other cast members like John Ratzenberger, Bonnie Hunt, Cheech Marin, and Larry the Cable Guy are also in the game with original dialogue.

Disney has lined up over $50 million in promotional partners from the likes of Goodyear Tires (there was a Lightyear Blimp at the NASCAR races over the weekend), Porsche and State Farm Insurance. That's on top of the movie marketing blitzkrieg that has been showing kids of all ages the new "Cars" coming to theaters. And that doesn't include the toys (which John Lasseter helped design), pillows, clothes and other merchandise that has been lining store shelves all month.

THQ is poised for a double does of "Cars" goodness this year. The game publisher will unleash current generation, portable and PC games based on the film June 6--just ahead of the June 9 theatrical debut. Come this fall, Xbox 360 and Wii next gen "Cars" games will roll into retail in conjunction with the anticipated DVD debut.

Disney kept THQ front and center at the recent "Cars" press junket at the Lowe's Motor Speedway. The game was on display in a nice kiosk at the media reception room, where TV, print, radio and online press had to go to eat breakfast and lunch. On the day of the world premiere, two kiosks were set up at the featured tent for the Speedway Children's Charity. It makes sense to promote the game to mainstream press, since videogames help drive CGI brands well beyond the theatrical release of a film. Case in point, last year THQ worked with Pixar to release a videogame sequel to "The Incredibles."