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The Proposal
Everyone in the office hates Margaret Tate, the shrewd, high-maintenance executive editor-in-chief for Colden Books, a fake book publishing company in New York City. So when the Canadian-born Margaret faces deportation, she announces a wedding engagement between herself and her unsuspecting assistant, Andrew. Andrew accepts her proposal under the condition that he is promoted to editor. With Immigration Services hot on their heels, Margaret decides to follow Andrew to Alaska to meet his family and learn about everyone. Luxury brands Louis Vuitton, Hermès, Prada, and Christian Louboutin tag along too and, like their owner, also seem to fit awkwardly in the outdoorsy town of Sitka, Alaska, where everyone drinks Alaskan Brew. Andrew, staying close to his roots, sports a Patagonia jacket and drives around in his father’s Chris Craft speedboat.
But the brand that really stands out in this film is Apple, specifically the iMac. IMacs sit on every desktop at the Colden Books office and the filmmakers didn’t shy away from them. We couldn’t find confirmation that Apple paid to be in the movie, but the placement was extremely obvious. When the story moves to small town Sitka, and Margaret checks her email at a local Internet café that uses a dial-up connection, she is on the original iMac circa 1998. Coincidence? We think not.
Featured Brands:
Alaskan Brewing Co.,
Apple,
Chris Craft,
Christian Louboutin,
Coca-Cola,
Duane Reade,
Dummies,
FedEx,
Fruit Roll-Ups,
Hermès,
Hostess,
ICEE,
Jell-O,
Louis Vuitton,
Lumber Liquidators,
Molson,
Nokia,
Oprah Winfrey,
Oreo,
Patagonia,
Penguin Group,
Pepsi,
Polo,
Pop-Tarts,
Prada,
Pringles,
Sky Mall,
Sovereign Bank,
Speed Stick,
Starbucks,
Strawberry,
Tampax,
Travel Trac,
Twix,
YouTube
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The Proposal
Date: 19-25 Jun
Studio: Buena Vista
Weekend gross: $33.6M
Featured brands:
Alaskan Brewing Co.,
Apple,
Chris Craft,
Christian Louboutin,
Coca-Cola,
Duane Reade,
Dummies,
FedEx,
Fruit Roll-Ups,
Hermès,
Hostess,
ICEE,
Jell-O,
Louis Vuitton,
Lumber Liquidators,
Molson,
Nokia,
Oprah Winfrey,
Oreo,
Patagonia,
Penguin Group,
Pepsi,
Polo,
Pop-Tarts,
Prada,
Pringles,
Sky Mall,
Sovereign Bank,
Speed Stick,
Starbucks,
Strawberry,
Tampax,
Travel Trac,
Twix,
YouTube
Comments: Luxury brands Louis Vuitton, Hermès, Prada, and Christian Louboutin tag along with Margaret and, like their owner, hot-shot NYC executive editor-in-chief, also seem to fit awkwardly in the outdoorsy town of Sitka, Alaska, where everyone drinks Alaskan Brew. Andrew, staying close to his roots, sports a Patagonia jacket and drives around in his father’s Chris Craft speedboat. But it is Apple that makes the biggest brandcameo, with an iMac in every scene requiring a computer.
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The Hangover
Date: 5-11 Jun
Studio: Warner Bros.
Weekend gross: US$ 46.0 M
Featured brands:
Aquafina,
Baldwin,
Boost Mobile,
Cadillac,
Caesars Palace,
Cirque du Soleil,
Coca-Cola,
DNX,
Fiji,
Hard Rock Cafe,
Jägermeister,
Krispy Kreme,
Lay's,
Mercedes,
MGM Grand,
Monster Energy Drink,
Nokia,
Rogaine,
Roots,
Taser,
Trump Plaza
Comments: The Hangover: One would think the title leaves little to the imagination, but this film about a bachelor party in Las Vegas—on the surface, a cliché at best—delivers more than the requisite Ceasar’s Palace, MGM Grand and Trump brandcameos. In a refreshing take on an old tradition, a convertible Mercedes serves as a metaphor for four men who become different people by the end of the movie. Cadillac also receives some prominent screentime, as do beverage brands Jagermeister, Monster Energy Drink, Aquafina, Coca-Cola and Fiji Water.
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Up
Date: 29 May-4 Jun
Studio: Disney Pixar
Weekend gross: US$68.1 M
Featured brands:
Fentons Creamery
Comments: Up is a down film for brands as this vibrant and touching movie follows the travels of 78-year-old Carl Fredericksen and 8-year-old Russel to South America aboard a floating house buoyed by countless colorful balloons. Yet, after ganging up with rare bird, Kevin, and friendly mutt, Dug, Carl and Russel make it back stateside, where they enjoy ice cream at an Oakland, California landmark, Fenton’s Creamery , the film’s only brandcameo.
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Night at the Museum: Battle of the Smithsonian
Date: 22-28 May
Studio: Fox
Weekend gross: US$70.1 M
Featured brands:
American Museum of Natural History,
Apple,
Camper,
Fairway Cab Association,
Gateway,
Maglite,
Microsoft,
Motorola,
NASA,
Philips,
Rubik's Cube,
Smithsonian,
VTech,
Walmart
Comments: The Smithsonian takes full advantage of their brandcameo off-screen with their website dedicated to the feature film. The mention of Walmart represents Larry’s new commitments to Corporate America. The “Cube of Rubik” is said to have more magical powers than the Egyptian tablet that brings the museum inhabitants to life.
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Angels & Demons
Date: 15-21 May
Studio: Sony / Columbia
Weekend gross: US$46.2 M
Featured brands:
Bottega Veneta,
CNN,
Disney,
Fiat,
Mercedes,
Reuters,
Sony,
Vespa
Comments: Italian brands abound in Angels and Demons as Fiat, Vespa and Bottega Veneta appropriately find screentime in this film set in Rome. The suspense builds as time ticks away on Robert Langdon’s Mickey Mouse watch and the Vatican struggles to elect a new Pope while media brands such as CNN and Reuters converge on the scene.
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Star Trek
Date: 8-14 May
Studio: Paramount
Weekend gross: US75.2 M
Featured brands:
Budweiser,
Corvette,
Jack Daniel's,
Nokia
Comments: A constellation of brand controversy surrounds Star Trek as Nokia, Chevy Corvette, Coke, Jack Daniels and even the New York City-based Beastie Boys bring contemporary brands into the rarified air of Star Trek, science fiction and the 2250s. Though moviegoers tend to rebel against clunky product placements that interrupt the suspension of disbelief by drawing attention to themselves, the one winner in this instance is the Beastie Boys and their timeless, adrenaline throttling song, Sabotage.
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X-Men Origins: Wolverine
Date: 1-7 May
Studio: Fox
Weekend gross: US$85 M
Featured brands:
Budweiser,
Caterpillar,
Chevrolet,
Ford,
GMC
Comments: Brands on wheels drove away with the majority of brandcameos this week as X-Men Origins: Wolverine featured auto brand brandcameos from the likes of Chevrolete, GMC, and Ford. But the big star was shrouded in mystery as moviegoers speculated on what type of motorcyle Wolverine rode through dramatic explosions. Right now the speculation is Harley Davidson, but speculation isn't enough for the brandcameo rankings.
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Obsessed
Date: 24-30 Apr
Studio: Sony
Weekend gross: US$28.6
Featured brands:
Apple,
Bugaboo,
Cadillac Escalade,
Charles Heidsieck,
Christian Louboutin,
Dell,
KPMG,
Mercedes,
Motorola,
Old Navy,
Palm,
Starbucks
Comments: We couldn’t find any evidence stating that Cadillac indeed placed its 2009 Escalade Hybrid in the film. But there is no doubt that the hybrid SUV had some arrangement with the filmmakers for the Escalade to quite unmistakably be featured in a classic, picture-perfect opening scene and at the height of the film. Christian Louboutin’s distinctive red-soled shoes get in the mix during the climax of all movie climaxes, the chick fight.
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17 Again
Date: 17-23 Apr
Studio: Warner Bros.
Weekend gross: US$23.7 M
Featured brands:
Apple,
Audi,
Barq's,
Bose,
Canon,
Cap'n Crunch,
Coca-Cola,
Doritos,
Ford,
Jansport,
Lamborghini,
M&M's,
Motorola,
Pringles,
Ray-Ban,
Samsung,
Spalding,
Sprite,
Welch's
Comments: When 37-year-old Mike O’Donnell bottoms out with his family, children, and job, only high school memories and brandcameos allow him comfort. Tech brands Apple, Samsung, and Motorola enjoy screen time alongside brands such as Spalding, Ray-Ban, Doritoes, Sprite, Audi and Ford. Though this film underscores that money can’t buy love, the American Express Black Card can apparently buy just about everything else.
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Hannah Montana The Movie
Date: 10-16 Apr
Studio: Buena Vista
Weekend gross: US$32.3 M
Featured brands:
ABC,
Apple,
Bell,
Bloomingdale's,
Cadillac,
Cartier,
Chevrolet,
Cole Haan,
Donald J. Pliner,
Ford,
Gucci,
LG,
Marc by Marc Jacob,
Marc Jacobs,
MINI,
Panavision,
Sharp,
Teddy Grahams,
Teen Vogue,
USA Today,
Vogue,
Volvo
Comments: Stuck between two diametrically opposed lifestyles, Miley Cyrus must balance her Tennessee upbringing with her glamorous L.A. alter ego, Hannah Montana—which brings her in contact with a plethora of brands, from a Ford pickup truck to Cartier. However, when she loses grasp of her true identity, Dad—played by Billy Ray Cyrus—insists she return home, where Miley’s soul searching truly begins and the brandcameos dwindle.
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Fast & Furious
Date: 3-9 Apr
Studio: Universal
Weekend gross: US$71.0 M
Featured brands:
Acura,
Aroma Juice Bar,
Auto Meter,
BDS Suspension,
Bendix,
BMW,
Budweiser,
Buick,
Cadillac,
Cadillac Escalade,
Castrol,
Chevrolet,
Chevrolet Camaro,
Chevrolet El Camino,
Chrysler,
Continental Tire,
Corona,
Dell,
Dodge,
Elektra,
Ford,
Ford Mustang,
Honda,
Hummer,
Infiniti,
Mazda,
Mercury,
MINI,
Mitsubishi,
Motor Coach Industries (MCI),
Nissan,
Nos,
Perrin Performance,
Peterbilt,
Pirelli,
Plymouth,
Pontiac,
Porsche,
Presidente,
Saleen,
Saturn,
Sparco,
Subaru,
Toyota,
Year One
Comments: There are 3 reasons one would see this movie: fast cars, faster cars, and Mr. Fast and Furious himself, Vin Diesel. Between Diesel and the cars, there was plenty of muscle eye candy, for those who, in the words of Dom (Diesel), “appreciate a fine body regardless of the make.” Subaru’s WRX STI stars along side a Chevelle, a Camaro, a Charger, a Gran Torino, a Skyline, a Year One Bandit, and many, many more.
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Monsters vs. Aliens
Date: 27 Mar-2 Apr
Studio: Paramount
Weekend gross: US$59.3 M
Featured brands:
Yamaha
Comments: The animated film Monsters vs Aliens offers a variety of animated characters as Susan Murphy—turned into a giant by a tainted meteor—joins a quirky group on monsters in a fight against Galaxhar’s villainous army of enormous robots. The conflict teaches Susan and her comrades the power of being different and the meaning of friendship.
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Knowing
Date: 20-26 Mar
Studio: Summit Entertainment
Weekend gross: US$24.6 M
Featured brands:
Apple,
Coca-Cola,
Dell,
Ford,
Google,
Jeep,
M.I.T.,
Mazda,
Nokia,
Pepsi,
Quaker,
Sabrett,
Samsung,
Snyder's of Hanover,
SyJordic Technologies Inc.,
TiVo
Comments: It is an ominous, unbranded 1959 and Judith, an elementary school student, predicts through a list of numbers the demise of fictitious airline brand Plymouth Air and other disasters 50 years later. However, John Koestler (Nicholas Cage), his son Caleb and their Ford chase down clues that lead to a new understanding of natural disasters.
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Race to Witch Mountain
Date: 13-19 Mar
Studio: Buena Vista
Weekend gross: US$24.4 M
Featured brands:
Apple,
Cadillac,
Chevrolet,
Ford,
Heinz,
HP,
Imperial Palace,
Lexus,
McDonald's,
NASA,
NASCAR,
Nationwide,
New York-New York Hotel & Casino,
Nokia,
Panasonic,
Planet Hollywood,
Ray-Ban,
Tabasco,
Toyo Tires,
Treasure Island Casino,
Tropicana Las Vegas,
U.S. Air Force,
Washington Post,
Winnebago,
Yellow Cab Co.
Comments: Race to Witch Mountain allows Ford to shift into high gear in our brandcameo rankings as Jack Bruno (Dwayne Johnson), assists teenage-looking aliens in their otherworldly journey that traverses Las Vegas and the surrounding desert.
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Watchmen
Date: 6-12 Mar
Studio: Warner Bros.
Weekend gross: US$55.2 M
Featured brands:
1800,
American Express,
Apple,
Boston Herald,
Budweiser,
Forbes,
Fuji,
Hustler,
JVC,
MasterCard,
NASA,
New York Post,
Panasonic,
Pepsi,
Sony,
The New Yorker,
Time,
Timex,
Visa
Comments: Watchmen takes place in 1985 New York City, as evidenced in the brands in the film. A 1980s Times Square reveals a glimpse of vintage Pepsi ads and others. Sony seems to be the preferred brand of televisions and radios for New York humans and heroes alike. But the brands that had most screen time were the newspapers and magazines as the retired masked men and women kept news clippings detailing the heroic acts of their past lives.
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Madea Goes to Jail
Date: 20-26 Feb
Studio: Lions Gate
Weekend gross: US$57.0 M
Featured brands:
Acura,
Apple,
BLUE BIRD,
BMW,
Cadillac,
Chevrolet,
Chrysler PT Cruiser,
Clorox,
Coca-Cola,
Craftsman,
Dell,
Dexter Laundry,
Die-Hard,
Ford,
GE,
Hostess,
Kenmore,
K-Mart,
LifeGas,
Maersk,
MasterCard,
Minute Maid,
Mistic,
Nike,
Philips,
Pontiac,
Rainbow,
Ruffles,
Ryder,
Schweppes,
Sunbelt Rentals,
Tabasco,
Volkswagen
Comments: Medea Goes to Jail stays locked into the number one spot in the US box office as brands such as Minute Maid and Clorox appear in jails scenes and the struggling automotive industry parks brands Cadillac and Chevrolet onto the big screen. Guest star and Oprah sub-brand Dr. Phil counsels Madea on how to mitigate her anger.
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Friday the 13th
Date: 13-19 Feb
Studio: Warner Bros. (New Line)
Weekend gross: US$40M
Featured brands:
7-Up,
Aquafina,
Budweiser,
Cadillac,
Combos,
Converse,
Crystal Geyser,
Fred Perry,
Fritos,
Funyuns,
Heineken,
Hustler,
Maker's Mark,
Marlboro,
Moët & Chandon,
Pabst Blue Ribbon,
Russetta Timing Assn.,
Trojan
Comments: It’s hard to make audiences feel okay, and even good, about innocent people being gored, beheaded and axed to death—but Friday the 13th knows the trick is to populate the film with beautiful, shallow characters who feel self-entitled to a life of partying, comfort and money. Enter Jason Voorhees, the maladjusted and disfigured karma-maker. Though none of the characters seem to have first aid supplies, they do medicate themselves with Budweiser, Heineken, Moët Champagne, Maker’s Mark, Pabst Blue Ribbon and other good time brands such as Trojan condoms and Hustler Magazine.
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He's Just Not That into You
Date: 7-13 Feb
Studio: Warner Bros.
Weekend gross: US$27.8 M
Featured brands:
1800,
American Spirit,
Apple,
BlackBerry,
Cisco,
City Paper,
Coogi,
Crest,
CVS,
Dell,
Dole,
Extra Gum,
Gillette,
Handy Market,
Home Depot,
igloo,
Jameson,
JVC,
Kellogg's,
Land Rover,
Lay's,
LG,
Marlboro,
Motorola,
MySpace,
National Bohemian,
Saucony,
Softsoap,
Sony PlayStation,
Sprint,
U.S. Army,
Uniden,
University of Notre Dame,
University of Wisconsin,
Wise,
Xbox
Comments: Successful relationships are about good communication. So it’s not surprising that communication brands like Motorola, Sprint, LG, Blackberry, MySpace, and even the ubiquitous Uniden stand out in this film. However, successful dates—according to the Crest Whitestrips placement—are about fresh breath. Local brands like National Bohemian and Domino Sugar anchor the story in Baltimore, Maryland, but one brand blooper reveals that the film was shot in Los Angeles, California (read: Handy Market).
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Taken
Date: 30 Jan-5 Feb
Studio: FOX
Weekend gross: US$24.7 M
Featured brands:
AAA,
Air France,
American Express,
Audi,
Bang & Olufsen,
Cadillac,
Casio,
French's,
Kenmore,
Kodak,
Marlboro,
Nokia,
Peugeot,
Sony,
Volkswagen
Comments: An action-thriller disguised as a parable, Taken teaches moviegoers that it is never a good idea to join organized crime and become involved in the sex-slave trade—particularly if it involves kidnapping the daughter of a retired, but still very capable, “preventer.” Bryan (Liam Neeson) crosses borders and badasses as he scales a dark hierarchy of villains in pursuit of his daughter—while brands from both sides of the Atlantic make appearances.
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Paul Blart: Mall Cop
Date: 16-29 Jan
Studio: Sony
Weekend gross: US$53.4 M
Featured brands:
Aéropostale,
ALDO,
Au Bon Pain,
Bath and Body Works,
Bose,
Brookstone,
Budweiser,
Caché,
Champs Sports,
Coca-Cola,
Crabtree & Evelyn,
Dasani,
Dunkin' Donuts,
EA Sports,
F.Y.E.,
Fender,
Ford,
Ford Mustang,
Hello Kitty,
Kay Jewelers,
Lacoste,
L'Occitane,
Lord & Taylor,
Macy's,
McDonald's,
Motorola,
Mystic Tan,
New Jersey Devils,
Orange Julius,
Perfectmatch.com,
Pixy Stix,
Rainforest Cafe,
Rock Band,
Segway,
Sephora,
Snickers,
Sony,
Sony PlayStation,
Sony VAIO,
Sunglass Hut,
Talbots,
The Limited,
The Sharper Image,
The Sims,
Uno,
Verizon,
Victoria's Secret,
Williams-Sonoma,
Zales
Comments: Sworn to protect the West Orange Pavilion Mall, hypoglycemic security officer Blart saves the West Orange Pavilion Mall from criminals intent on robbing this palace of retail brands. Riding his trusty Segway, he raids stores for makeshift weapons and successfully ambushes criminals in the Rainforest Café and Champs Sports.
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Gran Torino
Date: 9-15 Jan
Studio: Warner Bros.
Weekend gross: US$29.5 M
Featured brands:
Budweiser,
Coca-Cola,
Colt,
Ford,
Gopher,
Honda,
Israel Weapons Industry,
Jack Daniel's,
Pabst Blue Ribbon,
Reebok,
Remington,
Tory Burch,
Toyota,
Tsingtao,
USPS,
WD-40
Comments: This film is about an old man, with an old gun and an old car responding to the increase of gang violence in his neighborhood. Walt Kowalski is a retired Ford worker and Korean War veteran, who carries an M1 Garand rifle and spends his time caring for his 1972 Ford Gran Torino. He befriends his Hmong neighbors and trades his Pabst Blue Ribbons for Tsingtao beer.
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Marley & Me
Date: 26 Dec-8 Jan
Studio: Fox
Weekend gross: US$60.5 M
Featured brands:
AirTran,
Apple,
Banana Republic,
Dell,
Disney,
Dog Chow,
Dos Equis,
First Response,
Graco,
Honda,
Huggies,
IKEA,
Kellogg's Corn Flakes,
Lacoste,
New Balance,
New York Times,
Perrier-Jouët,
Philadelphia Eagles,
Philips,
Purina,
South Florida Sun-Sentinel,
The North Face,
The Palm Beach Post,
The Philadelphia Inquirer,
Toyota,
UPS,
Whirlpool
Comments: This film follows John during his years as a columnist for the South Florida Sun-Sentinel and The Philadelphia Inquirer and owner of a lovable but mischievous Labrador. As the years pass, the Grogans trade in their Toyota Tercel for a Honda and add a Graco stroller to their collection of wheels. Purina’s star-making tie-ins, placements and cross-promotions for their Puppy Chow and Dog Chow brands steal the show.
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