A transcendent instance of product placement, one aspect of advertainment, involved the 1982 hit movie E.T. the Extra Terrestrial. The Mars candy company rejected an offer to feature M&M's in the Steven Spielberg blockbuster. Hershey (the sponsor involved in the "Wings" promotion 55 years before) provided Reese's Pieces, and its product's sales dramatically increased, perhaps as much as 300%. Other companies attempted to replicate Hershey's brand-placement success to increase awareness of their brands and generate sales. FedEx gained exceptional brand placement in the 2000 Tom Hanks film "Castaway," and in an unusual arrangement paid nothing for the exposure. The plot involves a fatal crash of FedEx planes, and the company agreed to that negative exposure in return for significant brand presence, even provided filming locations at its package sorting hubs in Memphis, Los Angeles and Moscow, as well as airplanes, trucks, uniforms and logistical support. The increasing popularity of the usage of integrated advertising in films has further grown in recent years as a way to remain present in consumers' minds despite new technology that enables consumers' to largely avoid traditional commercials. Consumers have the ability to avoid such messaging through the commercial skipping feature applied in some Digital Video Recorders (DVR) or simply by switching channels. This has fueled an exponential growth of advertainment in recent years. A Microsoft Surface placement on the television show NCIS, shows use of the tablet, for instance.