007: Licence to Sell.

Product placement is something that has been increasingly noticeable in films. Whether it's Pepsi in Back to the Future, FedEx in Cast Away, or Apple computers saving the World in Independence Day, corporations have always tried to get their brand seen by the widest possible audience. As for filmmakers, if you want 20 computers, why buy them if Dell will give you them for a shot of their logo on the back of the monitor?

Sometimes, if you're completely involved in the movie, you don't notice the advertising on show but, as was the case in I, Robot, it's shoved so far down your throat, you can't miss it. Will Smith asking for Dos Equis beer, bragging about his Converse sneakers and driving a futuristic Audi, with the four rings in the middle of the screen... This became so blatant in Casino Royale that the Ker-ching! moment with the Omega watch took me out of the scene. Such placements have been brilliantly parodied in films like Wayne's World and Josie and the Pussycats (see trailer below).

In the current economic climate, things can only get worse: lower budgets for films and the collapse of the luxury goods market will inevitably lead to more desperate attempts to flog product on the back of popular media. It must work, or they wouldn't do it - several big TV shows are sponsored, such as Cadburys and Coronation Street. How long until a feature film is overtly sponsored by a manufacturer? "And now, your feature presentation, proudly brought to you by..." as was the case with the American TV shows in the 1950s. Shane Meadows was able to make Somers Town, financed by Eurostar, in such an unobtrusive way that it felt like a small indie production. I didn't notice the company's involvement despite looking for it!

When I went to see the plotless and instantly forgettable Quantum of Solace, the commercials before the film featured no less than five adverts tied-in to the film. I was told what mobile phone Bond uses, his watch, the best TV to buy, the computer game and the drink - Coca Cola Zero, done in the style of Bond film opening credits. I'd seen most of these on TV before going to the cinema. This is nothing new, but it was the sheer number of direct links that was staggering.

007: Licence to Sell.

Your Opinions and Comments

The upshot of it is, that with the current economic crisis, there is a good chance that some of these companies won't be around in a couple of years.

Then rewatching these films will be a chance for Blade Runner style nostalgia, as you point out the Ataris and the Pan-Ams of the day.
posted by Jitendar Canth on 5/12/2008 13:56