RETURNING cast member, an Audi R8 sports car, roars into action with superhero/industrialist Tony Starks in the box office heavy lifter Iron Man 3 which opens in Palace Amusement Company theatres today.

The movie, which soared to the top of the box office last weekend with a US$195m debut, sees Starks (Robert Downey Jr) driving an Audi R8 e-tron.

“Audi is excited to once again showcase the brand’s cutting edge technology and sleek design with the Audi R8 e-tron in Marvel’s Iron Man 3,” said Loren Angelo, general manager of brand marketing for Audi of America.

“This is a strategic collaboration for us. Similar to the position of the R8 as an innovation leader, Iron Man’s character consistently evolves throughout the trilogy as he masterminds new trends in technology and engineering,” he continued.

The Audi R8, R8 Spyder, A8, S5, and Q7 were all featured in the first and second installments.

Exclusive local dealer for Audi, ATL Automotive is excited about the brand’s involvement in the movie.

“The fact that one of the newest superhero characters has consistently chosen Audi is a testament to the progressiveness of the brand, its innovation and technology. It also gives credence to our premise that this is the premium brand of the future. The release of this highly anticipated movie is timely as it follows on the heels of the opening of our new Audi Terminal on Oxford Road. These are exciting times for the brand and we look towards a brighter future for Audi in Jamaica,” said Michael Fisher, Audi brand manager.

Robert Downey Jr reprise his role as Tony Stark, the title character in the film, whose superhero alter ego Iron Man is the result of an extremely versatile and indestructible high-tech armor suit. Whenever Stark hangs up his suit, the technically-adept billionaire can be seen in the film behind the wheel of the all-electric R8 e-tron sports car prototype. Oscar-winner Gwyneth Paltrow also returns as Virginia ‘Pepper’ Potts, CEO of Stark Industries and girlfriend of Tony Stark, who drives an Audi S7 Sportback.

We are thrilled to once again team up with our friends at Audi. With an extraordinary mix of style and cutting edge technology, these two global brands have always been a great fit!” said Bob Sabouni, EVP Worldwide Marketing Partnerships.

Marvel’s Iron Man 3 pits brash-but-brilliant industrialist Tony Stark/Iron Man against an enemy whose reach knows no bounds. When Stark finds his personal world destroyed at his enemy’s hands, he embarks on a harrowing quest to find those responsible. This journey, at every turn, will test his mettle. With his back against the wall, Stark is left to survive by his own devices, relying on his ingenuity and instincts to protect those closest to him. As he fights his way back, Stark discovers the answer to the question that has secretly haunted him: does the man make the suit or does the suit make the man?

Starring Robert Downey Jr., Gwyneth Paltrow, Don Cheadle, Guy Pearce, Rebecca Hall, Stephanie Szostak, James Badge Dale with Jon Favreau and Ben Kingsley, Marvel’s Iron Man 3 is directed by Shane Black from a screenplay by Drew Pearce & Shane Black and is based on Marvel’s iconic Super Hero Iron Man, who first appeared on the pages of “Tales of Suspense” (#39) in 1963 and had his solo comic book debut with “The Invincible Iron Man” (#1) in May of 1968.

Marvel’s Iron Man 3 is presented by Marvel Studios in association with Paramount Pictures and DMG Entertainment. Marvel Studios’ President Kevin Feige is producing and Jon Favreau, Louis D’Esposito, Charles Newirth, Victoria Alonso, Stephen Broussard, Alan Fine, Stan Lee, Charles Newirth, Victoria Alonso, Stephen Broussard and Dan Mintz are executive producers. The film releases May 3, 2013, and is distributed by Walt Disney Studios Motion Pictures.