In the 2023 Lionsgate feature film “Joy Ride,” Razer, a renowned brand in the gaming industry, featured a strategic product placement starring one of its signature products, the Razer Kraken BT Kitty Edition headset. This vibrant and distinctive accessory becomes a notable part of the film’s aesthetic and character development, particularly through the character Deadeye, played by Sabrina Wu.

The film follows the adventures of four Chinese-American friends—Audrey (Ashley Park), Lolo (Sherry Cola), Kat (Stephanie Hsu), and Deadeye—as they embark on a journey through China. In a memorable scene at the airport, Lolo surprises Audrey by inviting her cousin Deadeye to join the trip. Deadeye makes a quirky and endearing entrance, wearing the Razer Kraken BT Kitty Edition headset. This brand integration featuring the headset, known for its cat-ear design and playful RGB lighting, perfectly complements Deadeye’s eccentric and tech-savvy persona.

The Razer Kraken BT Kitty Edition headset is not just a fleeting accessory; it is featured prominently throughout the film with a visible and readable logo. With a total screen time of 48 seconds, the headset is visible in various scenes, making it a recurring visual element that underscores Deadeye’s character. Additionally, the headset’s presence is cemented in the film’s credits, where each main cast member is represented through animations. In these animations, Deadeye is again depicted wearing the Razer Kraken BT Kitty Edition, reinforcing the association between the character and the product.

Razer’s involvement in “Joy Ride” goes beyond mere product placement. The film’s narrative, which centers around themes of identity, self-discovery, and friendship, resonates with Razer’s brand ethos of embracing individuality and creativity within the gaming and tech communities. By integrating the Kraken BT Kitty Edition into the film, Razer not only gains visibility but also connects with a diverse audience in a meaningful way.

“Joy Ride” features a talented cast including Ashley Park, Sherry Cola, Stephanie Hsu, Sabrina Wu, and Kenneth Liu. The film, directed by Adele Lim, has been praised for its humor, heart, and representation of the Asian-American experience. The brand integration including the Razer Kraken BT Kitty Edition headset adds a layer of authenticity to the characters and further enhances the film’s modern, tech-savvy vibe.