Marvel Entertainment teamed up with Audi of America for the theatrical release of IRON MAN 3. The vehicle, R8, was featured in the film and showcased the power, performance and road-grabbing action of the future of electric vehicle technology. Audi also hosted a contest entitled "Steer the Story" in which participants were given the opportunity to become a Marvel co-creator by choosing Tony Stark's fate and creating a final panel for his adventures. There were two finalists and one grand prize winner. IRON MAN 3 released in theaters May 3, 2013.