NEWS BRIEFS
Hilti Tool Gets Hollywood Treatment
John Malkovich uses the Hilti DX460 fastener tool to secure a gun for Helen Mirren in the new film “Red.” FRANK MASI/Summit Entertainment
DX 460-F8 Powder actuated fastening tool
The Hilti DX460 fastener tool has gotten the Hollywood treatment in recent weeks.
The company’s DX460 Powder actuated fastening tool appears in the action movie “Red”, with actor John Malkovich using it to secure a machine gun to concrete while Oscar-winning actress Helen Mirren takes aim, the Tulsa World reports.
“The production company called our marketing department and asked permission to use one of our products in the film,” Hilti spokesperson Susie Wellendorf told the Tulsa World. “It’s not product placement. There wasn’t any payment or anything.”
“Red” stars Bruce Willis, whose character leads a group of retired CIA agents into action. The film also stars Morgan Freeman, Mary-Louise Parker and Karl Urban.
A still-frame of the action shows Malkovich, a four-time Academy Award nominee, “loading the tool with fasteners, with the white Hilti logo clearly visible,” writes Kyle Arnold of the Tulsa World.
Malkovich reportedly uses the tool to secure the gun to the ground, an “accurate portrayal of its intended use,” according to Wellendorf.
To mark the tool’s cameo, Tulsa-based Hilti reportedly purchased 600 tickets for two showings of the action flick for its local employees. “The company also is creating a promotion around the film, with awards of movie tickets for customers and sales staff,” Arnold writes.
Hilti tools have appeared in other movies, including “Mr. and Mrs. Smith,” “Arachnophobia” and “Die Hard.” ©2010 GlobalFastenerNews.com
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