Movie Product Placement

Reality TV Shows have brought back product placement BIG TIME. However, movies have been doing it for quite a while. From the Spout Blog:

Product placement in movies is now so overdone that we may not even notice it unless a particular film or TV show really hits us over the head with a blatant in-your-face product shot. Otherwise, seeing commercial goods everywhere merely seems like everyday life in capitalist America. Just look at any of the websites that tally up products spotlighted in mainstream movies and you’ll probably be surprised (though not shocked) at how many brands appear in each new release. Did you notice that Blades of Glory contains 38 separate products? Probably not. Many of those products couldn’t have gotten their money’s worth, because the movie doesn’t allow the audience to walk away recalling any one particular item.

At a time when TV’s Top Chef and 30 Rock show us how lame blatantly whorish and ironic product placement can get, and while moviegoers are being subjected to more subliminal, suggestive and unintentional advertisements (Speed Racer, Wall-E and Beverly Hills Chihuahua respectively have us thinking about McDonalds, Apple products and Taco Bell, though some of these associations are not necessarily the movie’s fault), it’s good to remember that not all product placement is superfluous or despicable. Some of it is actually funny, smart and beneficial to mankind.

Movie: E.T.: The Extra-Terrestrial

Product: Reese’s Pieces

In case you don’t believe the part about product placement being beneficial to mankind, just imagine what could have happened if E.T. had featured either of Steven Spielberg’s first choices in candy placement, M&Ms or Hershey’s Kisses, rather than Reese’s Pieces. Would the delicious peanut butter candies still exist today? Okay, they might, but they certainly wouldn’t have become so popular so fast. Don’t forget that advertising is not simply about a greedy corporation marketing a product for profitable gain; it’s also about alerting us to wonderful new products that we otherwise might not have noticed. And isn’t your choice of sundae mix-ins better thanks to millions of moviegoers noticing the existence of Reese’s Pieces?

Movie: Back to the Future

Product: DeLorean DMC-12

On the opposite side of the spectrum from Reese’s Pieces, the DeLorean DMC-12 (popularly referred to as simply the DeLorean), is possibly the least necessary product ever to be placed prominently in a film. Maybe if it were actually a time machine it would be a must-have and the DeLorean Motor Company could have been back in business despite having gone bust a few years prior to the release of Back to the Future. Instead, the DeLorean is just a cool car, yet one that highly appeals to huge BTTF fans. And of the 6,500 DMC-12s still in existence, it’s likely that a large percentage are possessed by people who’ve installed a mock Flux Capacitor and own a vanity license plate that says something like “MCFLY” or “88 MPH” or “OUTATIME”. Get ready to see more tributes to the movie, too, since a car manufacturer in Houston has begun making new DMC-12s in limited production.

Movie: The Wizard

Product: Nintendo

A year after Mac and Me seemed to indicate that really, really prominent and shameless product placement was possibly a bad idea, The Wizard came out and provided the opposing argument. Then and now people have looked at the film’s promotion of Nintendo’s latest and much-anticipated blockbuster video game (and the the system’s “so bad” Power Glove controller) as one of the low moments in product placement, but for anyone who cared about video games in 1989, the chance to even get a glimpse of Super Mario Bros. 3 was worth the price of admission for an otherwise lame kiddie version of Rain Man.

Movie: Harold and Kumar Go to White Castle

Product: White Castle

Like The Wizard’s promotion of Nintendo products, the employment of the White Castle fast food brand in Harold and Kumar is about reminding an audience about something it already likes and desires. But unlike The Wizard, Harold and Kumar doesn’t make the sponsorship seem like such a cheap grab for cash. Sure, the stoner comedy could have used any fast food place, real or made up, but for anyone who has devoured a whole Crave Case with one other friend at four in the morning, the specifically branded joke is all the more appreciated.

Movie: Wayne’s World

Products: Pizza Hut; Doritos; Reebok; Nuprin; Pepsi

Tina Fey may seem like the smartest SNL vet ever, but each time 30 Rock does the ironic product placement shtick, a number of Mike Myers and Dana Carvey loyalists likely shout at their screen, “Sheah, right! As if that’s not a 15-year-old gag.” And Fey isn’t the only one guilty of recycling the joke, although occasionally movies like Talladega Nights and Josie and the Pussycats can get away with it, because it’s kind of a necessary gag when satirizing things like NASCAR and pop music. Even the reflexive use of product placement in Fight Club somewhat descends from the Wayne’s World scene.

Movie: Best in Show

Products: Starbucks; Apple; J. Crew; L.L. Bean

Product placement doesn’t always have to be about favorably advertising a brand. It can also be about making fun of a brand, or making fun of a certain kind of person that brand is geared toward. In the mockumentary Best in Show, Starbucks is made fun of for having so many locations, while Apple is merely employed in the joke. Catalog clothing companies J. Crew and L.L. Bean are also simultaneously the butt of a joke and the means with which Christopher Guest makes fun of two of his film’s characters.

Movie: Good Bye Lenin!

Product: Coca-Cola

Product placement can also be about employing a product that serves as an idea. Coca-Cola is a brand that has been featured in tons of films as more a symbol of capitalism and the West than of soda pop (see my old post on Coca-Cola in cinema here), and in this German comedy, a giant Coca-Cola billboard serves to represent the westernization going on outside the window of the room of an oblivious woman being duped to believe the Berlin Wall never fell.

Movie: One, Two, Three

Product: Pepsi

The Coca-Cola placement in Good Bye Lenin! recalls Billy Wilder’s film One, Two, Three, which also deals with the division of East and West Berlin and also employs the iconic brand for the same kind of symbolic representation of capitalism. In Wilder’s film, though, the product is much more prominent, as the plot revolves around a Coca-Cola executive (played by James Cagney). Yet after so much mention of Coke, especially with the association of overbearing consumerism and cultural imperialism, you’re more likely to come away from the film wanting a bottle of Pepsi, instead. Of course, it also helps that the final shot in the film is of Cagney holding a bottle of Coca-Cola’s main competitor.

Movie: Breathless (À bout de souffle)

Product: The New York Herald Tribune

If you’re surprised that there was product placement as long ago as 1961, when One, Two, Three was released, let’s go back even further to 1960, and to another country, France. Jean-Luc Godard’s breakthrough and groundbreaking film probably wasn’t meant to increase sales of the New York Herald Tribune, but what male viewer could resist purchasing a subscription after watching and hearing Jean Seberg peddle the newspaper at the beginning of the film? Perhaps now the film even still inspires young men to subscribe to New York magazine, as a substitute for its now unavailable ancestor.

Oh, and just so you know, product placement can be found many, many decades earlier than the 1960s.

Movie: Minority Report

Products: Lexus; Guiness; American Express; and others

The product placement in Minority Report is considered an example of overkill, but that’s also the point. The film is set in a not-so-far-off future in which ads are everywhere, and most of them are personalized to address the consumer directly by name. It’s one of many futurist ideas in the film meant to exaggerate the present while predicting the direction technology is going. Already people receive personalized spam and internet ads, and advances in personalized marketing are growing closer and closer to what exists as a joke/prophesy in Spielberg’s film.

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