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Movies as Commercials
These movies make it hard to tell whether we're watching a summer blockbuster or a two-hour commercial.
Stuffmagazine.com,
6/1/2007
Back in 2005, companies in the U.S. spent somewhere in the neighborhood of $1.5 billion to get their products written into TV and movie. Generally, we don't mind a little in-film advertising, but these movies have taken product placement to an irritatingly high level. So grab yourself an Ice House, order up some Pizza Hut and read on.
10. Movie: Casino Royale
Product: Sony phones, laptops and every other piece of electronics they could cram into Bond's suit pockets.
The skinny: There are certain benefits to being a huge media and electronics conglomerate, including the chance to promote a heap of your own products in one of 2006's biggest movies. Casino Royale belonged to Sony Pictures, so it only makes sense that almost every gadget Bond pulls out has a clearly visible Sony logo on it. They even released a $4,300 "spy gear" kit, which included an ultraportable laptop and a digital camera crammed into a 007-themed briefcase, just in case you're gullible enough to think that overpriced electronics can make up for your lack of spy skills or visible abdominal muscles.
9. Movie: Trojan War
Product: Trojan Condoms
The skinny: This 1997 teen comedy didn't break any box office records, but it has become a favorite for Jennifer Love Hewitt fans and health teachers everywhere. The story revolves around a teenage guy that convinces his dream girl to jump in bed with him, only to realize that he doesn't have a condom. Rather than reaching for the plastic bags and rubber bands, he goes on a journey across the city in search of a rubber and gets into all kinds of trouble in the process. The ultimate message the movie conveys is that if you carry a Trojan in your wallet you can bang Jennifer Love Hewitt. If you don't, a bunch of gang members will mug you and steal your dad's antique Jaguar. See you in the family-planning aisle!
8. Movie: Because of Winn-Dixie
Product: Winn-Dixie supermarkets
The skinny:
Usually, if you trust a small child to name a pet you end up with a cat named Candy or a tank full of fish named Dora the Explorer. But in movie land it's not uncommon for little girls to name their dog after a chain of supermarkets commonly found in the southern U.S. The story suggests that she picks the copyright-infringing name because the dog is found in the parking lot of one of the stores, but in reality it's all about promotion. The movie's target audience is kids, and since kids can't drive their own lazy asses to the local multiplex, it's the moms bringing the little brat to the theater. They basically made an hour-and-a-half-long commercial aimed at little kids and soccer moms, then charged them 10 bucks a piece to see it. Genius.
7. Movie: Sahara
Product: Jeep
The skinny: A lot of people spent a heap of money to make Sahara the box office failure that it was, including Jeep, who according to The Detroit News spent $3 million to park Matthew McConaughey's bongo-playin' ass in their vehicles. Jeep also released a special edition Wrangler to coincide with the flick's release. We're not sure how many of the things they actually sold, but we're guessing sales were a little…dry. Chrysler has done similar deals with other movies, like Lara Croft Tomb Raider: The Cradle of Life and Firewall, both of which got the same tepid response. If their marketing department was smart, they would save their pennies and spend the big bucks to make sure Indiana Jones sports a Jeep when the new flick hits in 2008. Or just start filling the glove compartment of every vehicle with $20 bills.
6. Movie: E.T. the Extra-Terrestrial
Product: Reese's Pieces
The skinny: This is easily the most famous example on the list, mostly because it was so friggin' effective. It's not exactly clear why seeing a disgusting brown creature plow Reese's Pieces down its diseased throat made people want to run out and buy the candy-coated peanut butter candies, but apparently it did; sales jumped somewhere around 65 percent in the weeks following the film's release. The result was great for all parties involved, but terrible for Mars and their M&M brand, as they turned down the chance to promote their sugary goods. It doesn't seem to matter in the long run, though, as M&M's market share still far outweighs that of Reese's when it comes to tiny candy-coated sweets. On a side note, Mac and Me, a movie that blatantly ripped off E.T. in almost every way, had a friendly space creature that craved nothing but McDonald's and Coke. Finally, characters we can identify with.
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