Generating Some Buzz

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High above the sidewalk on Wilshire Boulevard, the Green Hornet’s Black Beauty has taken up its new perch – only the third car to decorate the façade of the Petersen Automotive Museum in its 16-year history.

The shiny black sedan was recently installed Nov. 28 to promote the Jan. 14 opening of Sony Picture Entertainment’s “Green Hornet.” The Chrysler Imperial is accessorized with a pair of machine guns popping up from under the hood.

“With the guns drawn, it makes quite a statement at the intersection of Wilshire and Fairfax,” said Chris Brown, information and marketing manager at the museum. “When tourists come here they expect to see movie cars. So now we have a calling card on the outside of the building to promote that connection.”

The museum also features a related exhibit on the car as part of a cross-promotional deal with the studio. On display in the museum are several versions of the car Sony built for the movie. One is riddled with bullet holes, and several are cut in half for filming. Also on display is one of two Black Beauties made for the 1966 “Green Hornet” TV series.

Brown said he hopes the Black Beauty will generate more marketing deals for the spot on the wall. The museum doesn’t have a tenant for that place once the Black Beauty leaves at the end of February, and will take either short- or long-term commitments.

The Black Beauty’s immediate predecessor at the Petersen was a 2000 Dodge Intrepid NASCAR racer that held the position for 10 years, sponsored by Daimler Chrysler and the United Auto Workers union. Before that, Atlantic Richfield had placed on the wall a monster truck painted with the company’s am/pm convenience store logo.

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