Lexus Remakes A Film Classic

In the latest twist on branded entertainment, Toyota's Lexus has ponied up for Lexus Dark Ride, a film project starring the brand's new CT 200h hybrid.

In a series of films, the car is driven by up-and-coming actor Norman Reedus. The project is immediately reminiscent of the groundbreaking BMW Films project of nearly a decade ago, where BMW paired actors like Clive Owen and directors like Guy Ritchie with BMW models. It also brings to mind Audi's mind-bending is-it-an-ad or is-it-a-film relationship with The Transporter series and actor Jason Statham.

But they say that if you're going to make a sequel, you better go big or go home. Lexus appears to have taken this truism to heart. The game-changer this time around is that Lexus Dark Ride is fully interactive.

After setting up an account through the launch program, including a photo and voice capture, Lexus Dark Ride puts the user in the film and allows him or her to make decisions not unlike a choose-your-own adventure book. It's an impressive endeavor but will Lexus' potential customers "buy it?"

Maybe. The Dark Ride interface is an involved program requiring some set-up that many may be unwilling to go through.

However, the Dark Ride project does successfully position Lexus' CT model as a competitor to the sleek models of BMW and Audi, if only by associating the brand with the other two's previous similar efforts. And with the model not available until 2011, building a new brand association and viral buzz is what it is all about for Lexus.