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Marketing the Fast and the Furious Universal

Universal takes the Fast and Furious brand on the road as a live event


By John McCarthy | Opinion editor

February 8, 2017 | 2 min read

There seems to be no stopping the Fast & Furious movie franchise, with an incoming eighth film looking to continue the momentum, Universal Pictures is looking to capitalise upon the brand with live events.

Fast and Furious 7

Fast and Furious 7 tank stunt

The studio has partnered with Brand Events to launch Fast & Furious Live, a global live-arena tour, which will debut in 2018.

The activation opens up the cinematic universe to a new audience by recreating some of the seemingly absurd stunts and scenes committed to film across the eight films.

The company promises: "Audiences will feel the heat from flaming exhausts and marvel at mind-blowing vehicular acrobatics as scene after scene unfolds with the most immersive, entertaining technology imaginable.

Vince Klaseus, president of Universal brand development, said: "In addition to its arrival as a global live-arena tour, the launch of Fast & Furious Live represents Universal's significant expansion of our franchises into entertainment channels that are as unexpected as they are innovative.

"By bringing our series to audiences in entirely new formats, we are not simply growing brand portfolios, we are delivering incredibly exciting ways for fans to participate in the worlds our characters inhabit."

Marketing the Fast and the Furious Universal

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