USA, Pontiac Going for Last Ride


USA Network and General Motors Corp.’s Pontiac are teaming up on two-hour original film The Last Ride, the network said Tuesday.

The film -- which will be executive-produced by The Fast and the Furious director Rob Cohen, among others, and star Dennis Hopper, Will Patton, Chris Carmack and Fred Ward -- "represents an unprecedented integrated marketing opportunity for USA Network and Pontiac," the network said in a prepared statement.

The Pontiac GTO, in both its classic and modern forms, is a centerpiece of The Last Ride’s plot, in which "a notorious convict is paroled and three generations of men are fueled by rebellion and driven by revenge as they confront ghosts from their past," USA said.

"The Last Ride is an excellent example of the kind of innovative marketing opportunity we strive to deliver our clients," Universal Television Networks senior vice president of integrated brand entertainment Kevin McAuliffe said in a prepared statement.

"As valued clients and forward-thinking industry leaders, Pontiac and GM are the perfect marketing partners for this groundbreaking project," he added.

USA said The Last Ride will debut during the second quarter of 2004.