Italian tool company hits the big screen

Italian professional tool manufacturer Beta Tools makes its big-screen debut in the Ron Howard film, Rush, due out next Friday, Sept. 13.

Beta Tools had to re-create many of the tools and storage from the period, to match the setting of the film, set in 1976.

Two-time Academy Award winner Ron Howard (A Beautiful Mind, Frost/Nixon), and fellow two-time Academy Award nominee, writer Peter Morgan (Frost/Nixon, The Queen) teamed up for the production of the film; a big-screen re-creation of the 1970s rivalry between racecar drivers James Hunt and Niki Lauda.

A prominent professional tool manufacturer in the 1970s, Beta Utensili was directly involved with supporting the best F1 racing teams, including the well-known driver Vittorio Brambilla, winner of the 1975 Austrian Grand Prix in Zeltweg. With the production of Rush, the company took an active part in the major production of the film. Under a product placement project, Beta Tools supplied all the material required to accurately represent the environment of the pits and pit lane.

Set against the golden age of Formula 1 racing, Rush portrays the true story of two of the great professional rivals: Englishman James Hunt and Austrian Niki Lauda.  Taking us into their personal lives on and off the track, Rush follows the two drivers as they push themselves to the breaking point of physical and psychological endurance.

The action-drama stars Chris Hemsworth (The Avengers) as the charismatic Englishman James Hunt, and Daniel Brühl (Inglourious Bastards) as the disciplined Austrian perfectionist Niki Lauda, whose clashes on the Grand Prix racetrack epitomized the contrast between these two characters, a distinction reflected in their private lives.

Rush was shot on location in the U.K., Germany and Austria.  The movie is due out in U.S. theaters for national release on Friday, Sept. 13.

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