Talk about the ultimate product placement! The award-winning Alpine A290 has made its Hollywood debut, taking a starring role in the action-packed Paramount Pictures film The Running Man, which celebrated its UK premiere in London’s Leicester Square at the Odeon Luxe last night, ahead of going on public release from November 14.
The Alpine A290 takes the spotlight in the action thriller, based on Stephen King’s 1982 novel, as the car of choice for actress Emilia Jones, who plays the role of a woman called Amelia Williams. Initially blissfully unaware of her privilege, her attitude changes as she encounters the film’s lead character Ben Richards, played by Glen Powell, while at the wheel of her Alpine A290.
In total, three Alpine A290s were used for filming by Paramount across two key locations, in Romania and the United Kingdom. To cover for any minor dents or body damage during the hectic filming schedule, accompanying the cars were 17 extra body parts, including spare windows, doors, front wings, and lights. Given the action-packed nature of the film, all of these spares were used during filming, ensuring the best shots of the A290 in action were captured.
Finished in Tornado Grey, and featuring some futuristic colour, trim and technical embellishments to add to the film’s futuristic appeal, A290 is on screen as Richards and Williams combine forces in their efforts to evade their pursuers. Multiple cars were required to assist director Edgar Wright and his team in getting shots from as wide a variety of angles as possible, as well as to ensure continuity in filming over a three-month shoot schedule.
The meeting occurs between Richards and Williams – at the wheel of Alpine A290 at the time – as he is competing in “The Running Man”, the top-rated but deadly reality game show in which contestants, known as Runners, must survive for 30 days while being hunted by professional assassins, with every move broadcast to an initially blood-thirsty public who, in time, turn against the premise of the games and show their support for the film’s heroes (pictured). The grand prize is one billion dollars, but no one has ever survived the game. Does Richards have what it takes?
“The Alpine A290 has had star quality from the moment it was launched, and for Hollywood to recognise that and put it at the heart of the incredible The Running Man movie is a great honour,” said Nicola Burnside, Brand Director at Alpine Cars. “It was a delight to be able to help supply the cars for this amazing movie – and extra-special to put A290 on display so that the cast, crew and VIPs could get up close with our award-winning electric hot hatch ahead of its premiere in the iconic Leicester Square.”
The Alpine A290’s silver screen debut adds to its recent run of award wins across Europe. Since launching it has won seven awards from different markets, praising its combination of sportiness, cutting-edge EV technology and design. In addition to winning the European Car of the Year Trophy for 2025, A290 was voted ‘Best Fun EV’ by Autocar. Customers can get behind the wheel of A290 now, with order books for the four-wheeled film star open.
CARLIST THOUGHTS
Yes, indeed, this was product placement to die for. Whoever came up with this idea must have received a big bonus. Because the A290 is the perfect car for this movie. Of course, you guys are all aware that The Running Man is a remake of the original 1987 Schwarzenegger film The Running Man in which he has to fight on a game show to stay alive. I don’t know about you, but with this new movie focusing on runners fleeing as they try to stay alive (this idea is too close to what’s happening on America’s streets today as ICE chases, captures and kidnaps American citizens!!), and South Korea’s hit dystopian survival Squid Game series, I personally feel such entertainment is in bade taste.