Eastman Kodak Company and Universal Pictures promoted the latest installment of “The Mummy” franchise at the NASCAR Sprint Cup Series race at Chicagoland Speedway on July 12. Through Kodak’s partnership with Penske Racing and NASCAR driver Ryan Newman, the Kodak No. 12 Dodge was painted to promote "The Mummy: Tomb of the Dragon Emperor." Kodak also had its branding on the car.

The film’s star, Brendan Fraser, served as grand marshal of the race and gave the command “Gentlemen, Start Your Engines.” Daytona 500 winner Ryan Newman wore a Kodak-The Mummy: Tomb of the Dragon Emperor branded firesuit and helmet as did his pit crew.

In addition to the racecar branding, Kodak-The Mummy co-branded advertising appeared on trackside billboards and the film’s trailer was shown on SprintVision inside Chicagoland Speedway throughout the race weekend. Additional advertising will appear in print and online, as well as the Kodak Times Square Gallery in New York City. Themed merchandise, including die-cast cars, t-shirts and hats, was available starting the weekend of the race.

The movie debuts nationwide Aug. 1.