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Emap Automotive's Max Power and Universal Films have linked up in a

promotion for a new car racing movie - The Fast and the Furious -

forming part of a £1.5m launch campaign through The Media

Edge.

Universal has purchased a three-page gatefold cover on the next issue of

Max Power, on sale 17 August, which features all the cars in the

movie.

In addition, the Max Power website has been chosen to host the film's

microsite.

The deal was brokered by Emap Advertising ad director for men's

magazines Clare Harper and Media Edge strategist Alex Jacques.

The £1.5m ad campaign, aimed at 16- to 24-year-old men, will cover

the press, radio and ambient media.