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The futuristic film car, known as the Audi RSQ, was presented to the public for the first time at the 2004 New York International Automobile Show. Tackling its most ambitious product placement project ever, Audi created the RSQ concept specifically for the epic event motion picture "I, Robot" which will be released by Twentieth Century Fox in the U.S. on July 16, 2004.
Audi Design developed the spectacular vehicle, which helps leading actor Will Smith - a homicide detective in the year 2035 - solve a mystery that could have grave consequences for the human race.
In the near future, technology and robots are a trusted part of everyday life. In "I, Robot", that trust is broken and one man, alone against the system, sees it coming. The film employs spectacular visual effects innovations beyond any ever put on screen, to bring a world of robots to life. The film is directed by Alex Proyas (Dark City, The Crow) and is set in a world created by famed science fiction writer Isaac Asimov in his short story collection "I, Robot".
This is the first time that Audi has developed a car specifically for a major Hollywood motion picture with the company's engineers creating a vehicle suitable for "I, Robot's" incredible world of 2035.
The resulting Audi RSQ sport coupe is a visionary interpretation of Audi's typical design language. Despite its extreme character, one of the most important considerations was to ensure the car would still be recognized as an Audi. The cinema-goer will therefore see the new Audi front-end with the typical single-frame grille.
The RSQ includes special features suggested by movie director Alex Proyas. The mid-engined sports car operated by the story's police department, races through the Chicago of the future not on wheels but on spheres. Its two doors are rear-hinged to the C-posts of the body and open according to the butterfly principle.
In addition to the RSQ concept car, Audi supplied further volume-production cars which appear - in disguised shapes - in the movie's traffic scenes. Audi also supplied the interior mock-up used for interior car scenes.
With this project Audi opens up a new chapter in product placement. Previously, the brand with the four rings has always supplied volume-production cars to movie productions. In individual cases, such as "Mission: Impossible II," these cars were even used in movies before their market launch. With "I, Robot" and the systematic development of a "car of the future," Audi goes far beyond its previous product placement activities.
Audi has been participating as an automobile partner in major movie productions for several years. In addition to John Frankenheimer's action classic "Ronin" with Jean Reno and Robert de Niro (1998), the brand with the four rings played the automobile lead in "The Insider" (1999) featuring Academy Award Winner Russell Crowe, "Mission Impossible II" (starring Tom Cruise, 2000), "The Mothman Prophecies" (starring Richard Gere, 2002), "About a Boy" (starring Hugh Grant, 2002) and Reese Witherspoon's "Legally Blond 2" (2003).
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