Canon U.S.A., Inc., a provider of digital imaging solutions, has expanded its relationship with two-time Academy Award-winning director Ron Howard for his recently released film from Universal Pictures, Rush, which builds upon the imaginative ways that Canon products are used in Hollywood.
According to a release, Rush hit theaters in Los Angeles and New York City on September 20, and it arrived across the country on September 27.
The company reported that as a partner on Rush, Canon's variety of cameras and lenses were utilized to film the action-drama. The Canon brand is also organically integrated throughout the film, which depicts Formula 1 racing in the 1970s, when Canon was a sponsor of racetracks and the drivers. A number of Canon cameras were used in filming Rush, including the Canon Cinema EOS C300 and Canon EOS 5D Mark III Digital SLR camera.
Additionally, Howard (A Beautiful Mind, Frost/Nixon) teamed once again with two-time Academy Award-nominated writer Peter Morgan (Frost/Nixon, The Queen) on Rush, a big-screen re-creation of the merciless and legendary 1970s Formula 1 rivalry between gifted English playboy James Hunt (Chris Hemsworth of The Avengers, Thor) and his disciplined Austrian opponent, Niki Lauda (Daniel Bruhl of Inglourious Basterds, The Bourne Ultimatum).
Engaging consumers further, Canon will launch Rush: The Photo Contest, a two-week photography challenge on Canon's Facebook page, now live. Playing off the speed of the film, the user-generated photo contest asks participants to complete ten various photo-based challenges within specific time parameters (e.g., "You have one hour to shoot for the theme: Dedication. Go. Long Live the Rush.") Each photo challenge winner will win a $250 online store credit to be used at the Canon Online Store, and Ron Howard will select one Grand Prize Winner to receive a Canon EOS 70D EF-S 18-135mm IS STM Camera Kit.
"When working on RUSH, it was a natural fit to partner with Canon as they enable creativity among all artists with their advanced camera and lens technology," said Howard.
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