As the latest advertiser to embrace PVR technology, Chrysler will air long-form content from July 8 to July 22 as a TiVo Showcase to promote its new 2004 Crossfire.

The branded entertainment package will enable viewers to instantly request more information on the new sports coupe and schedule a recording for the five short films selected as finalists in the Chrysler Million Dollar Film Festival (MDFF) -- a partnership between Chrysler, Hypnotic and Universal Pictures in which filmmakers competed in a contest to seamlessly integrate Chrysler's new 2004 Pacifica sports Tourer and/or 2004 Chrysler Crossfire sports coupe into their films.

Being labeled as one of the most comprehensive Showcases to date, the Crossfire promotion is using some of the most innovative tools TiVo offers. When watching the Crossfire promotion, viewers will have the option to view video clips, schedule an upcoming program airing on SPEED Channel featuring the Crossfire, record the exclusive airing of the Chrysler MDFF finalists and even request a CD-ROM that will include detailed information on the features and benefits of the new Crossfire.

Video clips in the Showcase will include a sneak peek at a trailer featuring three of the finalist films chosen in the Chrysler MDFF that feature the new Crossfire. Viewers can schedule a recording to see seven of the short films in their entirety using TiVo's exclusive Ipreview technology. A video clip will provide a preview and information on an upcoming SPEED Channel program that features the Chrysler Crossfire. Viewers will be able to schedule the program to be recorded on demand with a click of their remotes.

"When we looked at our marketing launch plans for the Chrysler Crossfire, we explored many new mediums," says Bonita Stewart, Director, Chrysler Communications, DaimlerChrysler. "We found that TiVo was ideal for reaching the target audience for the Crossfire, for providing a tangible return on our investment, for results reporting and lead generation."