Audiences come to movies to be entertained, yet studios have also used this as an opportunity to bombard viewers with inordinate amounts of product placement. There’s been a long history of product placement in cinema, and the contributions of brand fees to movies can actually help bolster projects and ensure a movie’s profitability. However, there’s always a limit, and when taken to its absolute extreme, films start to feel less like enjoyable presentations of actors, writers, and directors’ artistic vision and more like one giant advertisement that viewers have accidentally paid to see.
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Many of the biggest franchises of all time have utilized product placement in their movies, and many films, especially those aimed at younger viewers, have continually used subtle product placement to influence their audience. On some occasions, this cunning form of advertising was anything but subtle, with some truly bizarre product placement decisions being made. While product placement doesn’t necessarily make a movie bad, it can rub audiences the wrong way and feel rather exploitative if overdone to an absurd degree.
10 Haunted Mansion (2023)
Haunted Mansion featured dozens of well-known brands
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While it’s understandable that companies often offer essential funding for movies to be made in exchange for product placement, when it comes to a multi-billion dollar corporation like Disney, it sometimes feels like they should rein it in a bit. This was certainly the case with Haunted Mansion from 2023, the second film adaptation of Walt Disney’s eponymous theme park attraction. As the story of an astrophysicist, psychic, priest, and historian trying to exorcise the ghostly inhabitants of a building, this supernatural story had far more product placement than could reasonably be expected from a kids’ movie.
The harsh truth was that the product placement in Haunted Mansion was distracting, as BMW cars, Dell computers, U-Haul vehicles, and dozens more products were shown on screen at every opportunity. This type of ever-present product placement in a movie takes viewers out of the film-watching experience and makes them feel like they are just consumers to be advertised to, as opposed to movie fans just wanting to watch a good story. Add to this the critical and commercial failure of Haunted Mansion, and it was a total disappointment.
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8/10 Haunted Mansion PG-13ComedyDramaFamily
Based on the Disney theme park ride of the same name, Haunted Mansion is a supernatural comedy that shares no elements with the prior films. Rosario Dawson stars as Gabbie, a single mother with a son looking to start over and happens upon a mansion that seems too good to be true in New Orleans – and her hunch proves correct. To resolve her ghostly problem, Gabbie seeks the help of a priest and a widowed paranormal expert, a psychic, and a historian to hopefully rid her home of unwanted guests.
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*Availability in US Director Justin Simien Release Date July 28, 2023 Studio(s) Walt Disney Pictures , Rideback Distributor(s) Walt Disney Studios Motion Pictures Writers Katie Dippold Cast Rosario Dawson , Jamie Lee Curtis , Winona Ryder , Owen Wilson , Jared Leto , Danny DeVito , Dan Levy , LaKeith Stanfield , Tiffany Haddish Runtime 123 Minutes Budget $150 Million Expand
9 The Fast And The Furious: Tokyo Drift (2006)
Tokyo Drift made product placement an essential aspect of one of its characters
As a franchise that focuses on gangs of street racers, some car-based product placement makes logical sense, although by the time The Fast and the Furious: Tokyo Drift was released in 2006, this series took things too far. It was not just cars on display, as it was quickly apparent that every opportunity to advertise all kinds of producers was utilized in this film. While product placement should subconsciously affect viewers and be barely noticeable, it was truly jarring just how many items were shoehorned into this spin-off story about a troubled American teenager moving to Tokyo.
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If viewers stopped to pay attention, they’d be shocked to notice products in practically every scene of Tokyo Drift. Eagle-eyed viewers would notice a bottle of Tabasco inexplicably flying through the air when Sean crashed his car, the Snickers chocolate bars that Twinkie brought to the party, and the then cutting-edge musical accessory of an iPod given serious prominence, showcasing that Tokyo Drift’s product placement was not just about vehicles. While it was Twinkie’s side hustle selling consumer goods that allowed the filmmakers to push whatever products they desired into the film, it was impossible not to be distracted by all the ads.
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9/10 The Fast and the Furious: Tokyo Drift PG-13ActionDramaRacing
The Fast and the Furious: Tokyo Drift is the third installment in the Fast and Furious franchise. Tokyo Drift follows Sean Boswell, a car-loving teenager shipped off to live with his Navy lieutenant father in Tokyo when his racing antics find him running foul of the law. When Sean discovers Tokyo’s nightlife, he embraces the dangerous underground world of drift racing.
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*Availability in US Director Justin Lin Release Date June 4, 2006 Studio(s) Universal Pictures , Relativity Media Distributor(s) Universal Pictures Writers Chris Morgan Cast Lucas Black , Bow Wow , Sung Kang , Brian Tee , Nathalie Kelley , Sonny Chiba , Leonardo Nam , Brian Goodman Runtime 104 Minutes Franchise(s) Fast and Furious Sequel(s) Fast & Furious , Fast Five , Fast and Furious 6 , Furious 7 , The Fate of the Furious , Hobbs and Shaw , F9: The Fast Saga , Fast X , Fast and Furious 11 prequel(s) 2 Fast 2 Furious , The Fast And The Furious Budget $85 Million Expand
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8 Die Another Day (2002)
Die Another Day was mockingly retitled Buy Another Day by news outlets
From men’s designer clothing to iconic sports cars like the Aston Martin, the James Bond franchise has never shied away from embracing the power of product placement in movies. Of all the characters who could get away with peddling some products, the MI6 agent with the codename 007 was an obvious choice, as his suave sophistication and irresistible charm made him an aspirational icon for men worldwide. However, one movie that went too far was Die Another Day, Pierce Brosnan’s final entry, whose blatant product placement drew widespread criticism.
News outlets like the BBC labeled the film “a giant advert” and mockingly referred to it as Buy Another Day. With countless instances of product placement, Die Another Day showcased everything from cars to vodka to watches. With 20 companies having paid $70 million combined (almost half the movie’s budget) for the privilege of having their items showcased in the film, Die Another Day was a prime example of Hollywood becoming inundated with advertising within films. While Die Another Day was a hit at the box office, the product placement was just one of many issues in this lackluster release.
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10/10 Die Another Day PG-13ActionAdventureCrimeThriller
ames Bond is captured and tortured during a mission in North Korea, but after 14 months, he is exchanged for a North Korean prisoner. Stripped of his 00 status and determined to clear his name, Bond embarks on a globe-trotting quest to uncover a traitor and stop a catastrophic plot. Teaming up with the enigmatic NSA agent Jinx, he tracks down a diamond mogul with a sinister connection to his past. The mission leads Bond to an ice palace in Iceland and a high-tech satellite capable of devastating destruction.
Director Lee Tamahori Release Date November 22, 2002 Writers Ian Fleming , Neal Purvis , Robert Wade Cast Pierce Brosnan , Halle Berry , Toby Stephens , Rosamund Pike , Rick Yune , judi dench Runtime 133 minutes Main Genre Action Expand
7 Cobra (1986)
Cobra featured products at every turn
Sylvester Stallone sought to rival the action hero stylings of his biggest competitor, Arnold Schwarzenegger, with Cobra. This over-the-top violent action movie saw Stallone playing a no-nonsense cop named Lieutenant Marion “Cobra” Cobretti, who was not afraid to get his hands dirty and brutally kill in the name of justice. With so much gunfire and heart-racing violence, viewers may not notice just how much product placement there was throughout Cobra.
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The product placement of Cobra was in full force right from the opening scene, when a hostage situation occurred in a supermarket. Here, Stallone saves the day, but not before chugging a Pepsi in the middle of the ordeal and allowing the camera plenty of time to linger on the litany of products on display in the supermarket. Even as the embodiment of pure masculinity, Stallone even watches a Toys R Us commercial on TV in Cobra. This was 1980s-style product placement at its absolute height, and it is impossible not to notice it when rewatching Cobra today.
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Cobra RActionCrimeThriller
In Cobra, a genius mathematician turns vigilante and uses his intellect to execute intricate crimes while police attempt to apprehend him. As the story progresses, layers of mystery unravel, leading to a gripping narrative filled with suspense and intellectual duels.
Director George P. Cosmatos Release Date May 23, 1986 Writers George P. Cosmatos , Paula Gosling , Sylvester Stallone Cast Sylvester Stallone , Brigitte Nielsen , Reni Santoni , Andrew Robinson , Brian Thompson , John Herzfeld , Lee Garlington , Art LaFleur , Marco Rodríguez , Ross St. Phillip , Val Avery , David Rasche , John Hauk , Nick Angotti , Nina Axelrod , Joe Bonny , Brad Bovee , Kevin Breslin , Roger Aaron Brown , John Cahill , Malik Carter , Louise Caire Clark , Christine Craft Character(s) Marion Cobretti , Ingrid , Gonzales , Detective Monte , Night Slasher , Cho , Nancy Stalk , Captain Sears , Supermarket Killer , Security Guard , Chief Halliwell , Dan , Low Rider , Prodski , Waitress , Policeman #1 , Innocent Bystander , Supermarket Kid , Policeman #2 , Father of Blonde Girl , Night Guard , Woman in Car , TV News Reporter Runtime 87 Minutes Main Genre Action Expand
6 Transformers: Age of Extinction (2014)
Age of Extinction won an award for most product placement in a film
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Blockbuster movies are always a hotbed for product placement, but the fourth entry in Michael Bay’s Transformers series stood out as truly absurd. While Transformers: Age of Extinction may have snubbed at the Oscars, one award it did manage to nab was an annual Brandcameo product placement award (via The Guardian.) This robotic sci-fi movie promoted 55 separate brands, including Armani, Budweiser, and Yili milk, and even had Chinese brands edited into the movie, specifically for the Chinese market.
As a film series already based on Hasbro’s Transformers toy line, it felt like overkill to add dozens more unrelated products into the mix. Product placement was nothing new for the Transformers series, and every installment was packed with less-than-subtle advertisements. However, it truly reached its pinnacle in the fourth movie, to the point that Transformers actually started winning awards because the level of product placement had become so painfully obvious.
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5.5/10 Transformers: Age of Extinction PG-13Action Sci-Fi
The fourth installment in the Transformers movie franchise, Transformers: Age of Extinction introduces a new cast of human characters alongside its returning Autobots and Decepticons. Years after humanity has ceased all cooperation with the Autobots, a badly-damaged Optimus Prime is discovered by inventor Cade Yeager (Mark Wahlberg). Caught in the middle of the ancient plans of the alien race known as the Creators, Cade has no choice but to help Optimus Prime in order to save the Earth from total destruction.
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*Availability in US Director Michael Bay Release Date June 27, 2014 Studio(s) Hasbro , Di Bonaventura Pictures Distributor(s) Paramount Pictures Writers Ehren Kruger Cast Mark Wahlberg , Stanley Tucci , Bingbing Li , T.J. Miller , Kelsey Grammer , Jack Reynor , Peter Cullen , Nicola Peltz Runtime 165 Minutes Franchise(s) Transformers Sequel(s) Transformers: The Last Knight , Bumblebee , Transformers: Rise of the Beasts prequel(s) Transformers , Transformers Revenge of the Fallen , Transformers: Dark of the Moon Budget $210 Million Expand
5 Space Jam – A New Legacy (2021)
Space Jam – A New Legacy felt like one big advertisement
The original Space Jam movie from 1996 was truly like lightning in a bottle, as everything about it just worked, and it became a major hit at the box office and a nostalgic favorite for Looney Tune-loving Millennials. Warner Bros was keen to cash in on the nostalgia factor with the legacy sequel Space Jam – A New Legacy in 2021, yet the results were far from successful. As a box office bomb whose humor, runtime, and product placement received widespread criticism, Space Jam – A New Legacy was the perfect summation of what not to do when making a legacy sequel.
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ABC News couldn’t have put it better when they said that Space Jam – A New Legacy failed at its attempt to “produce a cartoon version of the corporate synergy achieved by Avengers: Endgame,” but instead of achieving a slam dunk, the result was a product placement-filled “overcaffeinated exercise in excess.” With ADM, Nintendo, Nike, and countless more products shoehorned into this family-friendly film, Space Jam – A New Legacy amounted to not much more than a two-hour advertisement aimed at impressionable young consumers.
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1.3/10 Space Jam: A New Legacy PGAnimationAdventureAction
In 2021, the cult classic Space Jam finally received a sequel with Space Jam: A New Legacy. This direct sequel was directed by Malcolm D. Lee and features a cast of Looney Tunes characters and NBA superstar LeBron James. This release sees a rogue A.I. that captures and forces the Basketball icon to create a team to compete against its own.
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*Availability in US Director Malcolm D. Lee Release Date July 16, 2021 Studio(s) Warner Bros. Pictures Distributor(s) Warner Bros. Pictures Writers Tony Rettenmaier , Juel Taylor , Terence Nance , Keenan Coogler Cast Eric Bauza , Don Cheadle , Jeff Bergman , Gabriel Iglesias , Sonequa Martin-Green , LeBron James , Cedric Joe , Bob Bergen Runtime 115 Minutes Franchise(s) Space Jam prequel(s) Space Jam Budget $161.9 million Expand
4 Cast Away (2000)
Cast Away had a major brand built into its entire premise
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The Robert Zemeckis and Tom Hanks survival drama Cast Away brought to mind classic stories like Robinson Crusoe as the stranded FedEx systems analyst Chuck Nolan must fend for himself for years on a deserted island. With nothing but product placement to keep him company, Chuck even resorts to talking to a Wilson brand volleyball, who becomes his closest friend and whose loss toward the end of the movie was a genuine moment of emotional devastation for any full-hearted viewer.
Related Cast Away: Did FedEx Pay For Product Placement?
Cast Away featured Tom Hanks as a FedEx executive who was hellbent on time efficiency. But did the company pay for product placement in the movie?
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It’s clear that FedEx got a lot of promotion through Cast Away, as their services were central to the plot of the movie, and their logo was prominent throughout many scenes. While the company was an important influence on the film, FedEx did not pay for product placement in Cast Away. However, according to a 2000 article from The Sacramento Bee, FedEx understandably “oversaw the brand’s involvement,” and Gail Christensen, the managing director of global brand management at the time, described FedEx as “a character in this movie” that “transcends product placement.”
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8/10 Cast Away PG-13AdventureDocumentaryDrama
Directed by Robert Zemeckis in his second collaboration with Tom Hanks, Cast Away tells the story of FedEx executive Chuck Noland, who strives to survive in a deserted island after a plane crash. The film, which mostly takes place in the uninhabited island, earned Hanks a Golden Globe for Best Actor in a Leading Role.
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*Availability in US Director Robert Zemeckis Release Date December 22, 2000 Studio(s) 20th Century Distributor(s) 20th Century , DreamWorks Distribution Writers William Broyles Jr. Cast Paul Sanchez , Lari White , Leonid Citer , David Allen Brooks , Jelena Papovic , Valentina Ananyina Runtime 143 minutes Budget $90 million Expand
3 Barbie (2023)
Barbie was a major marketing opportunity for Mattel
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It doesn’t take a genius to work out that Mattel was interested in co-producing Greta Gerwig’s Barbie movie because it’s a great way to advertise Barbie dolls. As a movie that’s based on consumers’ nostalgia that could also help popularize the toy, product placement of different types of Barbie dolls was a given. While cynical viewers could dismiss Barbie entirely as one giant advertisement, the truth was it also featured a great story, strong performances, and an emotional resonance subtext about the way women are often conditioned and conform to certain types of femininity in the modern world.
While Barbie featured constant advertising for Mattel, it was also an artistically rich story with plenty to say about the effect Barbie dolls have on young girls perception of womanhood, with Ken (Ryan Gosling) being a great example of the negative impact of toxic masculinity in action. Viewers connected with the Barbie movie on a deep level, and it even became the highest-grossing film of 2023. However, one potentially negative effect of this success is the litany of upcoming movies based on Mattel toys, which might drop the artistically fulfilling aspect and just keep the product placement.
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8.3/10 Barbie PG-13ComedyAdventureFantasy
Barbie is a film adaptation of the generational iconic toy directed by Greta Gerwig, who co-wrote the script with Noah Baumbach. The film centers on Margot Robbie’s Barbie who is expelled from Barbieland and travels with Ken (Ryan Gosling) to the real world in search of happiness. The film also stars Simu Liu, Will Ferrell, and several other famous celebrities in cameo roles.
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*Availability in US Director Greta Gerwig Release Date July 21, 2023 Studio(s) LuckyChap Entertainment , Mattel Films , Heyday Films Distributor(s) Warner Bros. Pictures Writers Noah Baumbach , Greta Gerwig Cast Margot Robbie , Ryan Gosling , Simu Liu , Ariana Greenblatt , Helen Mirren , Nicola Coughlan , John Cena , Will Ferrell , Ritu Arya , Michael Cera , America Ferrera , Alexandra Shipp , Kate McKinnon Runtime 114 Minutes Franchise(s) Barbie Budget $100 Million Main Genre Adventure Where To Stream M Expand
2 The Amazing Spider-Man 2 (2014)
The Amazing Spider-Man 2 focused on all things Sony
Tech companies often have rules they make movies follow, and Sony made full use of their power as the distributor when making The Amazing Spider-Man 2. This was Andrew Garfield’s second outing as the young web-slinger known as Peter Parker, and one character change audiences saw was this superpowered teenager’s love for all things Sony. Everything from phones, laptops, televisions, and other merchandise was packed into the movie. The biggest example of this was Peter Parker’s bedroom, which was filled with so much Sony tech that it bordered on the absurd.
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Spider-Man’s bedroom not only had electronics, as it pushed everything that Sony was involved in, with his wall even featuring the poster for the classic Sony film Dogtown and the Z-Boys. Even in scenes that were supposed to be highly emotional between Parker and his Aunt May, audiences can still spot an absurdly large Sony TV sitting on her nightstand. Although product placement can be a good way to subtly advertise within a movie, The Amazing Spider-Man 2 was anything but subtle and felt totally over-the-top.
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13 7/10 The Amazing Spider-Man 2 PG-13ActionAdventureSuperhero
In The Amazing Spider-Man 2, Andrew Garfield returns to the role of Peter Parker/Spider-Man, dealing with balancing his life as a high school student and his responsibilities as a hero. After reconnecting with his old friend, Harry Osborn, Peter learns details regarding his late father’s mysterious past and begins to connect the dots that his father’s disappearance, the emergence of new supervillains, and other dark dealings in his city are all connected to Oscorp.
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*Availability in US Director Marc Webb Release Date May 2, 2014 Studio(s) Sony Distributor(s) Sony Writers Jeff Pinkner , James Vanderbilt , Alex Kurtzman , Roberto Orci Cast Andrew Garfield , Felicity Jones , Chris Cooper , Emma Stone , Martin Sheen , Paul Giamatti , Sally Field , Jamie Foxx , Dane DeHaan Runtime 142 minutes Franchise(s) Spider-Man Sequel(s) The Amazing Spider-Man 3 prequel(s) The Amazing Spider-Man Budget 230 million Expand
1 Josie And The Pussycats (2001)
Josie and the Pussycats made its product placement a running gag
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When it comes to product placement in movies, one release stood above them all, and that was the satirical musical Josie and the Pussycats. This hilarious cult favorite didn’t fare well at the box office but has since gained some retrospective acclaim for the way it leaned into the ridiculous nature of the corporatization of the music industry and used its excessive product placement to make a point about the commodification of art. In line with its theme of subliminal messaging, Josie and the Pussycats featured products in practically every scene of the movie.
This inordinate amount of product placement advertised everything from Evian water to the Sega Dreamcast, and it was hard to argue against the idea that this was a hypocritical and hyperbolic decision. Josie and the Pussycats tried to have its cake and eat it too by using product placement to mock product placement. However, according to BuzzFeed, none of the brands featured in Josie and the Pussycats paid for their products to be included, which makes this running gag feel slightly less insidious.
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Josie And The Pussycats PG-13ComedyMusic Where to Watch
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*Availability in US Director Harry Elfont , Deborah Kaplan Release Date April 6, 2001 Writers Deborah Kaplan , Harry Elfont , Richard Goldwater , Dan DeCarlo , John L. Goldwater Cast Rachael Leigh Cook , Tara Reid , Rosario Dawson , Alan Cumming , Parker Posey , Gabriel Mann Runtime 98 minutes Main Genre Comedy Expand
Sources: BBC, The Guardian, ABC News, The Sacramento Bee, BuzzFeed
Source: https://dinhtienhoang.edu.vn
Category: Entertainment