Bradley Cooper Drives A Maserati in New "Limitless" Movie

In the new “Limitless” movie that is set to hit US theaters on March 18, American actor Bradley Cooper (many of you know him from his role in “The Hangover” 2009 film) plays a copywriter who discovers a top-secret drug which bestows him with super human abilities.

Cooper’s character in “Limitless”, Eddie Morra, needed a ride to express luxury, style and performance. Though many vehicles from various auto brands fit the description, filmmakers needed two identical cars in Puerto Vallarta, Mexico, in about two weeks' time, The Hollywood Reporter magazine reveals.

To pull it off, Maserati sourced a dark-gray GranTurismo Coupe from its official importer in Mexico and shipped a matching four-seater from the U.S. to Puerto Vallarta in time for filming in June. According to the aforementioned source, Maserati spent less than $10,000 on the project, with most of that going toward shipping costs and payment for a company technician who was on location for the one-day shoot.

The on-screen result is less than one minute of fast-paced footage of Cooper and the car making their way through the city. But the impact of this product placement could run deep. Two Limitless advertisements, prominently featuring the car, ran during February's Super Bowl.

The GranTurismo was launched at the 2007 Geneva Motor Show as the successor to the Maserati Coupe. Unlike the Maserati Coupe, the GranTurismo no longer uses a transaxle transmission, while the V8 engine is the same 4.3 liter from the Coupe/GranSport models, but it has been tweaked to achieve 405 hp.

"Limitless" is based on the novel by Alan Glynn and also stars Abbie Cornish, Johnny Whitworth and Robert De Niro.