Around the world, General Motors Co. will heavily market the starring role of a yellow Chevrolet Camaro in the next "Transformers" movie. Except in China.
There, the automaker will focus on promoting a compact sport utility vehicle — the Trax — that also will appear in "Transformers: Age of Extinction," a potential blockbuster that Paramount Pictures will release June 27.
The Trax is expected to be a niche vehicle in the U.S., but it's key to the company's strategy in China. The marketing arrangement — the placement of an American car in an American film to target Chinese audiences — is pioneering, product-placement experts said.
"This is the...