Technologies in Minority Report "Minority Report" were handled by Jeff Boortz of Concrete Pictures, who said "the whole idea, from a script point of view, was that the advertisements would recognize you -- not only recognize you, but recognize your state of mind. It's the kind of stuff that's going on now with digital set-top boxes and the Internet." Nokia designed the phones used by the characters, and Lexus paid the producers $5 million for the rights to design the futuristic "Mag-Lev" cars. All told money raised through product placement accounted for $25 million of the film's $102 million production budget. Spielberg described his
Themes in Minority Report appeared in theaters a common source of reviewers' complaints was the film's product placement, which they found intrusive. Film scholar Martin Hall says that the purpose of the advertisements Anderton runs into are "encouraging him to buy certain products and, by extension, affirm his place in society." The personalized advertising is disconcerting partly because of the invasion of privacy, but also, argues Cooper, because it is cold, impersonalized, and insincere. Cooper discusses how he feels "Minority Report" emphasizes the future importance over the control of imagery. According to him, the images captured from the precogs' visions in the film bestow