NEW YORK: Cars and movies are cultural touchstones which help one to define oneself. For its forthcoming attraction The Green Hornet, Miramax Films is seeking to close the largest automotive product placement deal ever in a feature film. The company will offer the sponsorship deal for more than $35 million. Miramax is also considering technology, fast food and other partners.

An adage report says that the Walt Disney Co. owned unit is looking for a partner even before it has a screenplay or a director. The feature film called The Green Hornet, to be released in the summer of 2005, will feature a sedan driven by the superhero's chauffeur and bodyguard, Cato. Miramax Films executive vice-president of worldwide promotions Lori Sale was quoted as saying that the car will hog the limelight and will be prominently displayed in the film.

Sale was also quoted as adding that the potential marketing partner could play a major role in influencing how the car will be used in the film.

The Hornet's car in the original ABC TV series was a 1966 Chrysler Imperial nicknamed "Black Beauty." In the show, the car had a mind of its own, coming to the aid of the Green Hornet in emergencies.

Ford Motor Co. had struck a $35 million global media and marketing deal with MGM Distribution Co.'s James Bond movie Die Another Day. That deal promoted three Ford brands -- the launch of the new 2003 Ford Thunderbird, the 2003 Jaguar XKR and 2003 Aston Martin V12 Vanquish. This deal overshadowed the $15 million contract between BMW and MGM for Bond movies.

The adage report says that Chrysler Group's Jeep brand recently inked a marketing deal with Viacom for Paramount Pictures' Tomb Raider II: Cradle of Life in which the heroine drives a Jeep Wrangler Rubicon. Several TV and cinema commercials and promotions would be flashed at movie theatres when the film opens in July.

In order to participate in the Green Arrow film, an automaker does not have to pay Miramax directly, but it does have to agree to spend in excess of $35 million in paid media promoting its car in the movie, working with Miramax to create the campaign.