Sony partners with Lyft to give rides in the car featured in 'Ghostbusters.'
In a testament to Hollywood's and the automotive industry's deepening codependence, subscribers to the Lyft ride-sharing service will be able to request a lift in the Ecto-1 fromGhostbusters prior to the film's release.
Lyft is offering a "Ghost Mode" promotion this Friday and Saturday, tied with the release of the film on July 15 for People in D.C., and will have the option to toggle in and ride for free in either one of the cars used in the new Ghostbusters or a replica from 10 a.m. to 6 p.m.
The Ecto-1 driven by Bill Murray, Dan Aykroyd and Harold Ramis in the original Ghostbusters, released in 1984, was converted from a 1959 Cadillac ambulance. The Ecto-1 used in the franchise's latest incarnation is a repurposed 1980 Cadillac Fleetwood hearse, painted in a similar livery to the original, with Ghostbusters logos on the doors.
Tentpoles are increasingly leveraging the street-level marketing made possible by partnering with car companies and social media (the inevitable hashtag for the Lyft'sGhostbusters promotion: #LyftGhostMode).