Paramount Pictures and LG have teamed up for the theatrical release of IRON MAN. In the film Tony Stark (Robert Downey Jr.) uses the Verizon’s LG VX9400 TV phone, while his assistant Virginia “Pepper” Potts (Gwyneth Paltrow) uses the LG KS20 touchscreen smartphone. LG Electronics also unveiled the LG Iron Man phone, a limited-edition, 18-karat gold slider modeled after the LG Shine; however, it was not sold in stores. Prior to the film's release, LG unveiled advertising, as well as retail, online and consumer electronics industry initiatives to showcase the company's devices. One element of the LG marketing plan included the launch of http://www.insidethesuit.com which offered consumers exclusive content from the film, and behind-the-scenes footage of the making of Iron Man's suit. Consumers who visited the site beginning April 15, 2008 also had the chance to win a LG Iron Man phone worth about $2000.