 JCB machines star in the latest Alien Covenant film. |
A fleet of more than 20 JCB machines is playing a starring role in a cult film in the biggest product placement project in the company's history.
JCB loaders, Loadall telescopic handlers and JS excavators were supplied to 20th Century Fox for the making of the new
Alien Covenant film, which hits UK cinemas this week.
Wrapped in gold, the machines star alongside Michael Fassbender and Katherine Waterston. The colour treatment was the idea of British film director and producer Ridley Scott, designed to give them a futuristic look.
JCB marketing director Michael Plummer says Scott's idea to wrap the machines in gold "delivered a stunning result and is certainly an eye-catching addition to a film which will be seen by millions of people around the world".
The biggest product placement exercise in JCB's history involved more than GBP1 million (USD1.29 million) worth of machines, supplied with the help of JCB dealer Construction Equipment Australia to the movie set in Sydney, Australia. Six JCB generators were also provided for the film makers to use.
The equipment is used in the so-called 'terraforming bay', the area which alters the environment to make it capable of supporting terrestrial life.
Alien Covenant is set almost 100 years in the future and is the sixth Alien franchise film to be made.
But don't expect to see the gold finish introduced into JCB's catalogue any time soon!