Universal Backs 2 Fast 2 Furious Release

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Universal Studios Pay-Per-View is backing the video-on-demand and pay-per-view release of 2 Fast 2 Furious with a multilevel marketing campaign for the title, which generated $124 million at the box office.

Viewers who order the movie will gain access to the "Stand Up" music video from Ludacris and have a chance to win a copy of the movie's soundtrack.

The studio is also working with Def Jam records and Universal Music Group and giving VOD viewers an added 28-minute video showcasing musical artists associated with the film, including Ludacris, DMX and Joe Budden.

In addition, the studio created an "Life Is Beautiful at High Speeds" cable-modem-marketing campaign that includes a sweepstakes where viewers can win a day at a racing school.

Finally, the studio is joining forces with niche-VOD service Mag Rack, where the programmer's "Your Next Car" segment will feature film clips and cast interviews. The clips will have a direct link from Mag Rack to the VOD-ordering menu for the movie.

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