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General Motors has pinned a lot on its association with the Transformers movie - but will it be enough to tranform the company's fortunes?
Car stars, like the super-rare Eleanor in Gone in 60 Seconds, Bond's endless string of Aston Martins and even Herbie going bananas, have converted into market demand.
Of course, some cars are easier to obtain than others. And with GM's easy mix of current models that are showcased in the Paramount blockbuster, one can only hope that it translates into sales.
The Detroit manufacturer has just turned in a 24 per cent slide in sales for June.
But with Transformers releasing today in the United States, and four car stars from the General helping its big movie-related marketing moves, the only way is up.
Bumblebee is the glory machine - it changes from a Chevrolet Camaro which shares the same platform as Holden's VE Commodore.
The big yellow Chev is a main character in the film about aliens that take on mechanical forms when on Earth.
"The first time I saw the new Camaro, while touring the GM Design Centre, I knew immediately that it would be the perfect Bumblebee," said director Michael Bay.
"It's got beautiful lines and a classic, timeless look. There were no other cars that came even close. I have had a great working relationship with GM for many years and am psyched to be working with them on Transformers."
Other Chevy cameos come in the form of Autobot Jazz, a hardtop-wearing Pontiac Solstice; a Hummer H2 rescue vehicle that becomes Autobot Ratchet; and Ironhide, a GMC TopKick pick-up truck.
