Teaming up with other Warner departments and several advertising campaigns, Warner Bros UK is shelling out no less than £3 million ($6 million) to get their baby ‘Speed Racer’ some exposure in the United Kingdom.

“Warner Brothers Interactive Entertainment will be taking full advantage of the resources that are available as part of the Warner Brothers infrastructure,” marketing executive Phil Lamb said. “We have also been working to ensure that the game is featured where possible as part of the theatricals PR and cinema advertising campaign.“

And since doing some cross-promotion won’t put them back the whole $6 million, Lamb is also having “an effective stand alone media campaign centered around kids TV, cinema and online exposure.“

You would expect Warner Bros UK to do this to get ‘Speed Racer’ some attention in the crowded summer season, but no. “[...] with a £3m marketing campaign behind it we believe it has a good chance to perform in this relatively quiet window.“

Did he forget about the $186 million superhero tomorrow? Or the Cameron Diaz vehicle ‘What Happens in Vegas…’? If they wanted a quiet window, they should have launched a week earlier.