HTC is looking to create a buzz in the smartphone field. As Samsung and Apple rev up new phones and devices, HTC turned to Hollywood. Robert Downey Jr. will promote the HTC smartphones as ‘Iron Man.’ The $12 million contract will be over a course of two years of commercial appeal.
Downey Jr. reportedly agreed to the final contract, after being permitted some allowance of creative design. Expect to see the superhero heartthrob grace television, billboards and print ads. HTC Corporation is looking to stir a buzz around the impressive HTC One. While the phone boosts some incredible specs like the 32GB of storage and ‘Boom Sound’ speakers, market shares continued to decline.
Signing Downey Jr. for the ad space for $12 million over a course of 2 years is a small price to pay for HTC. They posted a significant decline in the first quarter of this year- 68 percent. HTC used to sit below contenders like Samsung and Apple, now it has fallen sharply in ratings to number nine by consumers.
When it comes to the announcement of Downey Jr. signing with HTC, both reps have gone silent. Sources close to Downey Jr. stated the talks are not public, therefore both sides will continue to remain quiet. Ben Ho, HTC’s marketing chief- the third in two years, told ‘Bloomberg News’ earlier this month, “We’re not going to hide our brand anymore. We’re going to be bolder with marketing.”
For the sake of the HTC brand, let’s hope Ho is heading in the right direction by bringing Downey Jr. in for celebrity appeal. The actor has been busy and it was announced earlier today he signed contracts to star in ‘Avengers’ parts 2 and 3. Keep in mind, the actor is also slated for ‘The Judge’ movie release next year.
Downey Jr. has made a come-back unlike any other actor in Hollywood. In the 90s, the actor started losing roles due to his penchant for drugs and alcohol. Co-stars relayed his modes of anger and eventually the leading man fell from the public eye. He resurfaced in 1996 at a Malibu courthouse for drug and weapons charges. In 1999, Downey Jr. was ordered into a drug treatment facility, where he remained until 2000. He didn’t learn his lesson as he was back before a judge in the spring of 2001 for being under the influence of a controlled substance.
Downey Jr. finally decided to come clean and started making his way back up through the acting ranks. He has always been a brilliant actor and worked alongside friend Val Kilmer starring in the 2005 flick ‘Kiss Kiss Bang Bang.’ The role proved Downey Jr. was back with a vengeance. Two years later, the comeback kid made headlines when he accepted the role as ‘Iron Man.’ A role benefiting of the actor with a dry sense or humor and casual sexual appeal.
Perhaps, HTC wants to take a page out of Downey’s playbook and come back stronger than ever. The $12 million contract is sure to spur some interest as the mega-star graces ad space with the highly popular ‘Iron Man’ regalia intact. For now, the next step is for both sides to make the announcement public.