Be it moviesl music or TV, showbiz and NASCAR are collaborating like never before

By Gail Schiller '1f we can be relevant to those moviegoers or television watchers and NASCAR becomes sort of hip and cool to them as weff, we'ff stand alot better chance of creating anew fan by marketing against that audience. H -Brian France, NASCAR chairman and CED

ince nearly the dawn of NASCAR, racetracks number of entertainment tie-ins has soared while the scope of and teams have sought out TV and movie NASCAR's association with everything Hollywood has broad­ stars to turbocharge their stock car races ened tremendously. with the allure and excitement of Tinsel­ "In the discipline of marketing, you want to be as aggressive town. in as many smart areas as you can," says NASCAR chairman and As far back as 1949, actor Edward Everett Hor­ CEO Brian France, who orchestrated the opening of the Centu­ ton, who was the narrator on "The Bullwinkle ry City office in 2001 when he was executive vp of NASCAR. Show," served as the grand marshal for a race "To us, this is a no-brainer. Think of how many millions of peo­ at Lakewood Speedway 'in Atlanta. "Gun­ ple go to the movies, are entertained by the movies and are moti­ smoke" star James Arness made an appearance vated by their favorite stars, especially young people. at Darlington Raceway in 1957, and Clint East­ "If we can be relevant to those moviegoers or television wood showed up there in 1962. Elizabeth Tay­ watchers and NASCAR becomes sort of hip and cool to them as lor and Zsa Zsa Gabor attended races at Lowe's well, we'll stand a lot better chance of creating a new fan by mar­ Motor Speedway - then called Charlotte Motor keting against that audience." Speedway- in the mid-1970s. Since the L.A. office opened, numerous music artists includ­ Charlotte's legendary track owner Bruton Smith and its pres­ ing Sheryl Crow, Lenny Kravitz, Jewel, Black Eyed Peas, Three ident and general manager Humpy Wheeler were known to be Doors Down, Mariah Carey and the Red Hot Chili Peppers have more aggressive than any of their competitors in pursuing and performed at NASCAR races, served as grand marshals or pro­ paying Hollywood celebrities to appear at their races. moted albums with race car paint schemes. "Bruton wanted to make his NASCAR races bigger than the Just since 2004, NASCARhas been involved in the production other 30 or so on the schedule at that time," says Jerry Gappens, of three movies revolving around stock car racing - "NASCAR vp events at Lowe's Motor Speedway. "Our facility was years 3D: The Imax Experience" (distributed by Warner Bros.), Dis­ ahead of its time in trying to tie into entertainment." ney's "Herbie Fully Loaded" and Sony Pictures' "Talladega Decades later, the sanctioning body for stock car auto racing Nights: The Ballad of Ricky Bobby," released Aug. 4. NASCAR has clearly caught on to the power of associating its sport not just served as executive producers on "Talladega," producing partners with celebrities but with all things entertainment- from music on "NASCAR 3D" and producing consultants on "Herbie." performances to film and TV promotions to producing content In June, NASCAR's internal production company NASCAR about NASCAR racing. Images announced that it is partnering with Viacom's CMT Films including "Superman Returns," "Click," "The Films to produce "Dale," the first authorized documentary Longest Yard," "Star Wars: Episode III - Revenge of the about the late racing icon Dale Earnhardt. It will be narrated by Sith," "Ice Age: The Meltdown," "Shrek 2," "Spider-Man," Paul Newman and released theatrically early next year. "The Incredibles" and "Pirates of the Caribbean: Dead Man's NASCAR has co-produced a number of TV series and specials Chest" have been promoted at races the past several years including the reality series "NASCAR Drivers: 360" - which through movie-themed paint schemes on cars or having stars moves to new broadcast rights-holder ESPN from FX this fall ­ take on official race positions such as grand marshal. and Biography Channel's "NASCAR Driven to Win." For syndi­ TV shows including "The Sopranos," "According to Jim" and cation this fall, it's a partner in "NASCAR Angels," which fea­ Cartoon Network's "Scooby-Doo" and "Tom & Jerry" have tures drivers and crew chiefs helping families and communities fix gotten in on the act as well. their vehicles. TV analyst and former driver Rusty Wallace hosts. NASCAR has also steered its drivers to regularly appear on such programs as "Saturday Night Live," "The Jimmy Kimmel HOME IN NOLL YWOOO Show," "The Tonight Show With Jay Leno," "Regis & Kelly," Since 2001, when the National Association for Stock Car "Total Request Live" and "Today," and drivers have surfaced Auto Racing became the only major-league sport to open a Los on "Las Vegas," "The West Wing," "24," "Days of Our Lives" Angeles office to work with the entertainment industry, the and "Guiding Light," among others.

www. hollywoodreporter.com ED >"' :t ------~ ~u ~ < ~ PICKING UP SPEED ~ 0 While filmmakers have made movies about 0. NASCAR and stock cars as far back as 1953 ~ 0 with "Roar of the Crowd" starring Howard f- 0 Duff, studios, networks and producers have ::;: never been more revved up to partner with NASCAR amid the growing popularity of the circuit and its steady shift into mainstream culture. While its popularity was once limited to its southeastern roots, NASCAR now claims it is second only to the NFL in TV ratings for reg­ ular-season sports and first in attendance at sporting or other live events, with crowds of 150,000 at a race and 300,000 at a racing weekend. "It's the impressions, it's the eyeballs in the stands and the eyeballs following the sport week in and week out on TV," George Leon, executive vp worldwide consumer marketing at Columbia TriStar Consumer Marketing Group, says of Hollywood's attraction to NASCAR. "It's the qualified impressions of a loyal fan base and it's another way to get your property alive and out in the marketplace. "I think NASCAR has gotten smarter about entertaining its fan base and I think we ' re better at understanding the power of NASCARas well." Like all of NASCAR's corporate sponsors, Hollywood is particularly attracted to the cir­ cuit's 75 million avid fans who have a reputa­ tion of supporting their favorite drivers by buying the products of their teams' sponsors. Studio, network and music industry executives say that sponsor loyalty translates into the pur­ chase of movie tickets and CDs as well as addi­ tiona! TV viewers. "I think what we have proved is that our fan base, which is the most loyal fan base in all sports, will support a product whether it's Home Depot or the movie 'Click,' " says Sarah Nettinga, managing director of film, television and music entertainment for AS CAR. What the entertainment media has discovered is "The studios have understood that having that it works for entertainment product as well." an association with the sport causes a fan to go buy a movie ticket. I think that's the real reason the studios are coming- because they NAME THAT RACE believe it's working." In fact, an association witl1 NASCAR is seen According to Imax, NASCAR fans who saw as such an asset tl1at Warner Bros. became tl1e " ASCAR 3D" in theaters continue to sup­ first studio to buy the entitlement rights for a port Imax films. And according to research NASCAR Nextel Cup series race- which typ­ commissioned by NASCAR, its fans are three ically sell for about $1.2 million - when it times more likely to buy a product from a named a June 2005 race at Michigan Interna­ NASCAR sponsor than purchase a product tional Speedway tl1e Batman Begins 400. sold by a nonsponsor. In May, Disney hosted a star-studded "Cars" Dick Glover, a former ABC/ ESPN execu­ premiere attended by 40,000 fans at Lowe's tive who now oversees tl1e L.A. office as vp Motor Speedway. The premiere, tl1e first held broadcasting and new media for NASCAR, at a NASCAR track, featured a 12-lap auto race, says studies indicate that brands tl1at have a sin­ a fly-by from a clutch of F-16 fighter jets and gle-digit market share within the NASCAR performances by Brad Paisley and Chuck Berry. audience jump to a 50% market share when In 2001, Warner Bros. - through its adver­ tl1ey become NASCAR sponsors. tising relationship witl1 Chevrolet's Monte Car­ "Our fans have always rewarded our sponsors lo division, which was featuring tl1e Tasmanian and are very brand loyal to NASCAR spon­ Devil in its ads- got its Looney Tunes brand sors," he says. "Study after study shows tl1at. featured in a race title: the Monte Carlo 400 miJ www.hollywoodreporter.com With Looney Tunes. It was a huge event at the Richmond International Speedway, with nine cars painted with Bugs Bunny and friends and a large merchandising program of die-cast cars, apparel and accessories. According to Nettinga, the pro­ gram showed the industry what NASCAR could do and paved the way for the large-scale entertain­ ment tie-ins that fo llowed. Every year since, Warners has done a major pro­ motion with a NASCAR race. In 2002, it returned to Richmond for the Monte Carlo 400 With Looney Tunes: The Rematch with more drivers cars, races and merchandise in~olved . In 2003, th~ studio did a promotion at the Phoenix Internation­ al Raceway tied to the "Looney Ttmes: Back in DALE Action" movie, whi ch featured driver Jeff Gordon and his car in a cameo role. EARNHARDT JR. In 2004, Warners cut a deal with the Michigan PROJECTS: "Cars," International Speedway to name d1e entire racing "Talladega Nights," weekend the Justice League Racing Weekend Pre­ "Yes, Dear," sented by Hot Wheels, with a huge promotional "Playboy Celebrity and merchandising event tied to the superhero Photographers" brand and the "Justice League" animated series. Sometimes I get Last year, me SUldiO upped d1e ante; in addition tO nervous because I don 't the naming rights for the Batman Begins 400, d1e think of myself as Caped Crusader served as the grand marshal and me being that Batmobile led d1e pace car. fam ous. So, like And this summer, mrough its relationship wid1 going on "The PepsiCo, a promotional partner for "Superman Ton ight Show" or Returns," Warners ran a "Superman" paint scheme Letterman , my PR guy has to drag me there on Gordon's car at the Pepsi 400 at Daytona Inter­ like a kid who doesn 't want to go to his first national Speedway and had actor Brandon Routh day of kindergarten. But I do enjoy and as grand marshal . appreciate the chance to do some really cool "I think we all realize the value and the tremen­ things and be involved in some neat projects. dous marketing exposure that NASCAR brings to ... The Pixar folks were great when I did a me party," says Dave Hedrick, senior vp global small part for "Cars." I got to tour their facili­ promotions and branded foods for Warner Bros. ties and really was impressed. They made "It's a fairly new opportunity mat me studios are me feel welcome , and doing the voice-over all looking at and trying to maximize. Tapping into was pretty qu ick and easy. The same with NASCAR's huge audience base and event market­ "Talladega Nights." We shot that at the track ing initiatives makes mem a great partner for Hol­ here in Charlotte, so it was near my home lywood." and it was a simple scene. Will Ferrell was Apparendy, not only Hollywood has caught on. really nice to me and we just hung out In 2004, Ben Affleck was scheduled to be grand between shots and talked .... I like doing the marshal at the Daytona 500 to promote "Jersey commercials for Budweiser and the cameos Girl" but got bumped by President Bush and was like on "Yes, Dear." But I'd like to do some made "honorary race official" instead. acting roles where I'm not playing myself. For many studios like Warner Bros., the attrac­ You know, instead of being Dale Earnhardt tion of staging events at NASCAR races stems not Jr., I want to be an actual character. We 've just from the promotional value for d1e entertain­ had a few offers, but the NASCAR schedule is ment property but me additional revenue result­ so grueling, we've had to turn 'em down. It's ing from the sale of die-cast cars based on movie­ hard to be in L.A. or Vancouver on the same memed paint schemes as well as from additional day I'm practicing my race car at a track on movie and NASCAR-d1emed merchandise. Die­ the East Coast. ... The Playboy photographer cast cars are a hot coll ectors item and constitute thing was set up by my publicist. How could 1 about 25% of NASCAR's $2.1 billion in annual turn that down?! They told me I could pick licensing revenue. any Playmate I wanted , that was the hard "Tying entertainment and NASCAR together part. I got to know the Dahm triplets at some has been extremely successful on the merchandise Anheuser-Busch events. They worked for sales front," says Blake Davidson, managing director Michelob , and my biggest sponsor has been of licensed products at NASCAR "A lot of promo­ Budweiser since 1999. Since I knew them tions have stemmed from merchandise. It is part of already, it made sense to ask. They were me appeal of the program. It's a great way to pro­ really happy to do it. I was nervous about it, mote your film or TV show and then extend d1e life but once we got started, it was pretty laid of that through me sale of me merchandise." When Nickelodeon got d1e entitlement rights back and a lot of fun. "Sopranos" photo: Harold Hinson; Sa n d l c r ~ Kahne in 2004 to a Busch series race, the SpongeBob photo, Tarantino photo, "Today" photo: Getty Images; SquarePants Movie 300 at Lowe's Motor Speed- Chan ni ng· McMurray photo: courtesy of NASCAR way, the track waived its usual fees and Nickelodeon waived its typical demand for an advertising com­ JEFF GORDON mitment on the network in exchange for access to its PROJECT: "Saturday characters. Night Live" "It was great exposure for us to be connected to While that was one NASC~" says Eddie Hill, vp marketing for Nick­ of the coolest things elodeon. "That was the value of it to us, and on their I've been able to do side they got access to SpongeBob to make licensed away from the track, I product. So it was a win-win on both sides." still remember my heart The first entertainment-based paint scheme and pounding out of my corresponding clie-cast cars appeared in l-997 at the chest as they were Charlotte Motor Speedway to promote the movie introducing me. The "Jurassic Park." A year later, there were Elvis and Bat­ skit where I was man-themed cars as well as a paint scheme to promote "Ricky Funk" defi­ "Small Soldiers," and in 1999 "Toy Story 2" themes nitely was my favorite . It was a funny sketch appeared on three cars at the Atlanta Motor Speedway. that was fun to do, mainly because I was so "Those paint schemes made the lights go off in peo­ much out of character. ple's heads about the opporttmities in NASC~" Davidson says. Today, purchasing a paint scheme for a movie or TV show from a race team's primary corpo­ rate sponsor costs $200,000-$500,000, depending on tl1e popularity of tl1e driver. While some studios pay CARL EDWARDS teams directly, many get access to paint schemes for free through film promotional partners that are also PROJECTS: "24," regular NASCAR sponsors, like Kellogg's, General "The Disciple" Mills and McDonald's. I don't know exactly how "24" got set up. I showed up, and as the CARS AS CHARACTERS day went on, they said, But it's not just the marketing and promotions "Can you stick around departments of the studios and networks that per­ a little longer? ceive NASCAR as a vital partner. With its soaring We'll give you a popularity, NASCAR is becoming an increasingly couple of lines common theme for entertainment fare. and we'll do some According to Nettinga, all the content NASCAR neat stuff." That's how it has helped develop and produced so far has come was explained to me: I may have a part. I from outside pitches from producers, networks and think they just kind of wanted to talk to me studios. In fact, the industry has proved tl1at it is will­ first, because they had never met me, and ing to pay NASCARhandsome consulting fees for its see how it goes. That kind of deal. I played participation in its productions. the director of Homeland Security. It Imax reportedly paid NASCAR about $1.6 mil­ was really nice of them to give me a part lion for its assistance in mal<.i.ng "NASCAR 3D," and like that. They only gave me one line, so I it handed over another $800,000 to four tracks to didn't have to do very much. Maybe if they film at their facilities, with the fees going to the pool have me back, I can do something with of drivers' prize money. Kiefer (Sutherland). He 's a really cool guy. I "Whatever we paid them they earned," says Greg had never seen the show, but it seemed like Foster, chairman and president of Imax Filmed everyone I told was super-pumped when I Entertainment, who declined to confirm a figure . said, "Hey, I'm going to get to visit the set." "NASCAR brought tl1eir fans out to our theaters. I didn't realize how many people watched it. They were incredible partners. We paid NASCAR It was a different experience, but I and NASCAR brought all the tracks, all tl1e drivers eally enjoyed it. It was pretty neat to see and at least one TV commercial per race every single my face on the screen in a dramatic weekend for 25 weekends. I think that is worth way moment. ... The same week in L.A., I got to more than anything NASCAR was paid for the film." do a small part in an independent film ("The Imax says "NASCAR 3D," which was the second­ Disciple") that my buddy is the lead in. I highest grossing documentary in 2004 after played, I believe it was a male nurse, "Fahrenheit 9 /11," has grossed nearly $25 million a hospital worker/nurse checking on a at the boxoffice. patient and talking to the people in the For its part, Disney reportedly paid about $1.2 mil­ waiting room, telling them about the lion for NASCAR's involvement in "Herbie," and condition of their friend in the hospital. The Sony Pictures is believed to have paid about the same person who was supposed to play the nurse for "Talladega Nights." got into a car wreck that day. The director "We all know that NASCARrepresents tlUs increcli­ looked at me and said, "What are you ble auclience and demographic and that people turn doing today?" So it worked out good . out in droves for these races," Columbia Pictures pres­ It was pretty funny. He had no clue I was a ident of production Matt Tolmach says. "The ratings race car driver. He thought I was a guy just are spectacular. We're a NASCARnation. If you're sell­ off the street. ing movies for a living, having a great comedic actor like Will Ferrell set against the world of NASCAR, JIMMIE against this incredibly popular sport, feels like a pret­ ty golden opportunity." JOHNSON Tolmach says that soon after Ferrell and Adam PROJECT: McKay pitched the idea for the film along with "Las Vegas" producers Judd Apatow and Jimmy Miller, it Nikki Cox really quickly became evident that working closely with helped me when I was a NASCAR was critical. "It became clear from a guest on "Las Vegas." I production standpoint that they were incredibly was really surprised at valuable partners to have because of the access everyth ing that went they could give us," he says. "It gave the movie a into making just whole other level of scope and credibility." one scene . It is Adds Apatow: "Anytime we were debating definitely not as could you do this or that, they would give us some easy as it looks. nugget about the sport, its history or characters Everyone is so good at what they do. I really that led us to some other really funny joke." li ke doing things like that, but I think I'll stick NASCAR drivers Jamie McMurray and Dale to driving race cars for a living. Earnhardt Jr. made cameo appearances in "Tallade­ ga Nights," and scenes were shot at Lowe's Motor Speedway, Talladega Superspeedway in Alabama and North Carolina Speedway in Rockingham. CASEY MEARS PROJECT: GREASING THE SKIDS "Days of Our Lives" "Herbie" producer Bob Simonds says integrating I played myself. a "cultural phenomenon" like NASCAR into his They' ve got a lot of Disney film helped the filmmakers "reinvigorate an twists and turns and old franchise." In exchange for its consulting and crazy stories. Basically, production fees, NASCAR arranged for the film­ 'The ratings are the character on the makers to set up more than 20 cameras at the Cali­ show -I guess her fornia Speedway and to film there for three days. name was Belle - her "They let me stick Herbie out on the track with spectacular. We're a boyfriend was miss­ the race cars as they were doing warm-up rounds. ing . It sounds kind I couldn't believe they were letting us do that," NASCAR nation. Ifyou're of corn y, but spon­ Simonds says. "Our goal was not just to get at sorsh ip in NASCAR their marketing and their audience but to have is huge, and a friend of hers bought the hood credibility in their world. They were really sticklers selling movies for a of my car and put a message on it for her in a very good way fo r authenti city." boyfriend. He 's a big NASCAR fan and she NASCARdrivers Gordon, Jimmie Johnson and was hoping wherever he was, he would see Dale Jarrett had cameos in the fi lm. living, having agreat the race and they'd be able to get the mes­ Making movies about NASCAR also gives stu­ sage to him that they wanted him to come dios access to the circuit's corporate sponsors and comedic actor like Will home. She was thanking me for running it licensees as potential promotional and merchan­ on the hood and wishing me good luck. It dising partners. For "Herbie" and "Talladega wasn't very long. It was a three- or four-liner Nights," most of the promotional partners were Ferrell set against the and that was about it. ... Actually, when I shot also NASCARsponsors, and for "Talladega" mer­ my part, I thought we were doing a practice chandising, Sony handed the whole program - world of NASCAR, against run . And I got done and they go, "All right, which it wanted to mirror the licensing campaigns that's good. " I thought, "Heck, I would have of real-life NASCAR drivers - to NASCAR's put a little more into it. " But it's probably licensing division (they split the royalties 50/50). this incredibly popular how they wanted it, a little more natural. ... In television too, NASCAR has benefited great­ I like doing different things. You get exposed ly from the enormous interest in developing con­ to a totally different market, and you reach tent about the sport. It has either co-produced or sport feels like apretty different crowds . At the same time, there's a consulted on series and specials that have aired on lot of female fans that are already involved in A&E, Biography, FX, MTV, VHl , E 1, CMT,Ani­ golden opportunity. II NASCAR who watch that show. As soon as mal Planet, Travel Channel and OLN. we did it, the very next race I got a lot of "Our strategy for television is hitting all the cable attention. A lot of the female fans knew I did networks and different slices of life," Netti.nga says. -Matt To/mach, it. ... I think it's fun to do things like that. All "It isn't just about getting the largest total audience our focus and all our time here is on the in one shot but programming to different segments racing side of things , and obviously that's our to grow our audience." Columbia priority. But when little things like this come While the TV programming has helped up, I thought it'd be fun to do and something NASCAR market the sport to new audiences, net­ Pictures kinda different. And it would be an excuse to works like Animal Planet and Biography believed go to California and hang out and have a the NASCAR-themed programming would help good time. I'd love to do something like that make new viewers out ofNASCAR fans tuning to president of again. their networks for the first time. "Our goal was to talk to a new audience, a production a reality series executive produced by Tony Krantz that takes a look at drivers behind the scenes - MARK MARTIN their families, home life and other interests. With NASCAR races moving from FX and NBC to ABC PROJECT: and ESPN, the show is moving from FX to ESPN "Guiding Light" next season. What I remember "Drivers: 360" is a 50/50 partnership between the most is probably NASCAR and Krantz's company Flame Ventures, how nice all of the peo­ but NASCARalso gets an undisclosed per-episode ple were to work with. fee from the show's budget for the services it per­ The actors were just forms and its assistance in producing tl1e show, great to work with and says Krantz, who has also executive produced very patient. They "24" and "Felicity." didn't act like it Nettinga declined comment on NASCAR's pro­ was a pain or duction fees but says they vary based on the level of anything to have to NASCAR's involvement. She says NASCAR's enter­ fool with us, although I'm sure it took more tainment partners get much more than production time than normal. All in all it was a lot of fun consultancy when they team with her organization. and a cool experience. You know, there wasn't "If you're working with us, we're working with you really anything that surprised me. I've been at across the board," she says. "You not only get a this type of stuff for a long time, maybe not strong brand with a strong fan base but you also get with something like "Guiding Light," but we've a huge support system from marketing and publici­ done a lot of lV, a lot of commercials, and I've ty and even from the licensing side." worked with a lot of directors, so I pretty much As part of its television efforts, know how it works. It's like anything else; you NASCAR has also partnered with have to put a great deal of work in it to get to branded entertainment firm Madi­ that point. Just like we have to as drivers, they son Road Entertainment to develop have to as actors. But as with anything, it integration opportunities for takes hard work and preparation to do a good NASCARand its partners in new and job in either field. It is fun when you get a existing shows. chance to see (another world) like that, and it Of all of the extensive NASCAR­ does give you an appreciation for what those Hollywood activity going on, Nettin­ guys do as well. ga says me development of original movie and TV content has had the most impact in achieving NASCAR's goal of going mainstream. "You are basically putting your message out in RUSTY me form of entertainment and edu­ WALLACE cating people who may not be fans of tl1e sport in an entertaining way," she PROJECT: notes. "Before 2001, that didn't exist." "Days of Thunder" As far as me near-term future, Nettinga tllinks The one I did all my NASCAR will have at least mree TV series and one talking to was producer movie of me week on a major network and possi­ Jerry Bruckheimer. I bly anomer motion picture during the next year. remember talking to France, grandson of NASCAR founder Bill him at a little restaurant France Sr., says NASCAR is focused on me differ­ across the street ent platforms mat are going to be distributing con­ from the Char­ tent in the future, especially witl1 Sprint Nextel as lotte Motor potentially massive audience and to one of its main partners and sponsor of the Speedway. I said make them aware that the Biography NASCAR Nextel Cup series. "As entertainment I'd never seen anyone make a good NASCAR Channel tells stories of interesting peo­ assets find different ways to be distributed, I mink movie. And he said, "You've seen 'Top Gun?' ple," says Peter Tarshis, vp program­ we're going to want to be as impactful in mat space What'd you think of that?" I said, "I thought it ming. "In terms of Hollywood and the as we possibly can," he says. was great. " He said, "I'm going to make a media, the size, vehemence and growth France hopes NASCAR can do two NASCAR­ NASCAR movie that good." When I metTom ofNASCARis not lost on anybody. It's memed movies a year. And with NASCAR's enter­ Cruise, he acted like he was very, very a viscerally exciting sport and it's natu­ tainment strategy at least partly responsible for me focused. He was really on a mission to try to ral for other media outlets to want to sport's soaring success in recent years, NASCAR understand everything he could . What I get in on that." plans to continue co-producing content and remember most about it was how big it was. Peggy Ang, director of marketing for orchestrating large-scale entertainment tie-ins. Oh my gosh, they tore up more cars. It was Animal Planet, which co-produced a "There are lots of factors that explain why just an amazing production. They bought tons special with NASCAR about pet-loving NASCAR has had significant growm over me past of race cars from (NASCAR team owner) Rick NASCAR drivers, added, "I think it put five years while other sports are flat or decreasing," Hendrick. Rick was basically a sole supplier of us in front of a different audience and Glover says. "One of mem has been me ability to all the pieces and parts to get that movie aligned two brands that were kind of continuously expose the product to a greater audi­ made. I still get a check every now and then unexpected." ence. We will continue to try and maintain mat for­ for six dollars. The movie was pretty good, NASCAR's biggest foray into televi­ mula. We believe we have a plan mat is working. (but) it tumed out a little hokey, you know. sion has been "NASCAR Drivers: 360," We're going to stick to it." •