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Iron Man
Iron Man rocketed in with the second highest grossing opening ever for a non-sequel, second to Spider-Man. With summer blockbuster season officially in full swing, so are the blockbuster promotional deals. And when it comes to this week's number one film, we could not write about Iron Man without mentioning Audi.
Tony Stark is a billionaire industrialist with big boy toys. According to film makers, '[the Audi R8] fit very well with the aesthetic the production manager was putting together.' The car features a glowing engine in the rear resembling the glowing chest plate Stark/Iron Man wears to stay alive. The headlights also slant and light up, as do the eye slits of Iron Man's helmet. In fact, Audi was so sure that its R8 was right for the part, it sent not one, but two, of their automobiles from Germany to audition for the movie. The deal included the R8, which is Stark's main vehicle, and Audi's S5 sports coupe, which is driven by another main character. The A6 sedan showcases its incredible safety features, and the Q7 SUV makes an appearance as well. Stark's other toys include Rolls Royces for his entourage, a Saleen S7, a AC Shelby Cobra, a Telsa Roadster, Bulgari watches, and more.
While Stark has the money to buy whatever he wants, his true passion and talent is in creating and advancing technology. His character supposedly has the latest and greatest of everything, including custom-built smart computers that run his home in Malibu and assist him in developing his project. However, the gadget guru sports a Verizon LG VX9400 that went out of style less than a year ago, not long after it first came out (cell phones become dated quickly these days). We expected something much flashier and drool-inducing, or at least something released within the last two months. And to learn that this was actually part of a LG product placement was a bit concerning. Stark's love interest communicates on a LG KS20 smart phone released around the same time last year. To LG's credit, the microsite, insidethesuit.com, allows fans to win a much more contemporary LG Iron Man phone, the red and gold version of the LG Shine 720.
Even if we can forgive the filmmakers for letting Stark carry a dated phone, it is a bit more difficult for some hardcore techies to get past the fact that he is running his highly sophisticated system on off-the-shelf Dell commodity servers. Even the less cool X-Men had a more advanced platform.
Featured Brands:
Apple,
Audi,
Blüthner,
Brown University,
Bulgari,
Burger King,
Cadillac,
Cadillac Escalade,
Caesars Palace,
Chevrolet,
CNBC,
Dell,
Esquire,
Forbes,
Ford,
Goodyear,
LG,
M.I.T.,
Maxim,
MySpace,
Newsweek,
Nissan,
Operation,
Rolling Stone,
Rolls Royce,
Saleen,
Segway,
Shelby,
Tesla,
The Apogee Foundation,
U.S. Air Force,
University of California, Berkeley,
Vanity Fair,
Verizon,
Wired
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Iron Man
Date: 2-8 May
Studio: Paramount
Weekend gross: US$98.6 M
Featured brands:
Apple,
Audi,
Blüthner,
Brown University,
Bulgari,
Burger King,
Cadillac,
Cadillac Escalade,
Caesars Palace,
Chevrolet,
CNBC,
Dell,
Esquire,
Forbes,
Ford,
Goodyear,
LG,
M.I.T.,
Maxim,
MySpace,
Newsweek,
Nissan,
Operation,
Rolling Stone,
Rolls Royce,
Saleen,
Segway,
Shelby,
Tesla,
The Apogee Foundation,
U.S. Air Force,
University of California, Berkeley,
Vanity Fair,
Verizon,
Wired
Comments: Billionaire industrialist Tony Stark loves to play with big boy toys. His collection of expensive cars was a perfect place for Audi to showcase its R8, S5, A4 and Q7 models. Though we question the gadget guru's use of dated LG phones and off-the-shelf Dell servers.
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Baby Mama
Date: 25 Apr-1 May
Studio: Universal
Weekend gross: US$17.4 M
Featured brands:
7-Eleven,
American Idol,
Apple,
Blimpie,
Boo Boo Busters,
Budweiser,
Clif Bar,
Coca-Cola,
Deer Park,
Doctors Without Borders,
Dogswell,
Dr. Pepper,
Exxon,
Forbes,
Infiniti,
Jamba Juice,
Marriott,
Maytag,
Mazda,
Motorola,
Pam,
Penn State University,
Perrier,
Persol,
Philadelphia Eagles,
Pringles,
Red Bull,
Red Vines,
Rolling Rock,
S. Pellegrino,
Sega,
Sharp,
Silk,
Sony,
Suzuki,
Tastykake,
Terra Chips,
USA Today,
White Castle,
Yamaha
Comments: Laboring to highlight the extremes of the food and beverage market and the divergent tastes of its lead characters, this comedy features several cameos of Dr. Pepper and Tastykakes, as well as Clif Bars and Terra Chips. Babyproofing service Boo Boo Busters also sneaks a bite of screen time.
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The Forbidden Kingdom
Date: 18-24 Apr
Studio: Lionsgate
Weekend gross: US$21.4 M
Featured brands:
American Express,
Boston Bruins,
Boston Red Sox,
Enyce,
MasterCard,
Tennessee Titans,
Xbox
Comments: This kung-fu movie offers sports brands no Boston boy should be without—posters of the Bruins and Red Sox—as well as a Tennessee Titans jersey and an Enyce graphic t-shirt worn by school bullies.
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Prom Night
Date: 11-17 Apr
Studio: Sony / Screen Gem
Weekend gross: US$20.8 M
Featured brands:
Brown University,
Ford,
GMC,
Jones Soda,
Klonopin,
Life & Style Weekly,
Midol,
Samsung
Comments: Light on gore and brands, this horror film crowns brands ranging from Klonopin to Jones Soda with brief appearances.
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21
Date: 3 Apr-29 Mar
Studio: Sony
Weekend gross: US$36.4 M
Featured brands:
Bally's Hotel and Casino,
Beefeater Gin,
Bombay Sapphire,
Budweiser,
Caesars Palace,
Casino Royale and Hotel,
Cathay Corner,
Chrysler,
Circus Circus Casino,
Dunkin' Donuts,
Everlast,
Freitag,
GMC,
Grey Poupon,
Gucci,
Hard Rock Cafe,
Harvard University,
Jansport,
Lincoln,
Louis Vuitton,
M.I.T.,
Mandalay Bay Casino,
MGM Grand,
Mirage Casino,
Monte Carlo Casino,
Palms Hotel and Casino,
Pepsi,
Planet Hollywood,
Pony,
Red Rock Casino,
Reebok,
Republic,
Rio All Suite Hotel and Casino,
Samuel Adams,
Sony PlayStation,
Sunplus Technology,
The Boston Language Institute,
The Riviera Hotel and Casino,
Treasure Island Casino,
Twinkies,
VitaminWater,
Volkswagen
Comments: Ben Campbell is our big player, leading the double life of humble student from Boston and hotshot big spender (and winner) in Las Vegas. His dichotomy is also expressed in the brands appearing the film. We're dealt an array of Boston local brands with Average Joe attire and high-rolling Vegas casinos with luxury brands.
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Horton Hears a Who!
Date: 14-27 Mar
Studio: Fox
Weekend gross: US$69.6 M
Featured brands:
none
Comments: This feature film adaptation of Dr. Seuss’ classic children’s book who-ified real brands and products. Whospace.com, Whofoods, whoPhone all appear in the town of Whoville.
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10,000 B.C.
Date: 7-13 Mar
Studio: Warner Bros.
Weekend gross: US$35.9 M
Featured brands:
none
Comments: The 'B.C.' here might as well stand for Before Commercialism. Another number one movie with zero brands.
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Semi-Pro
Date: 29 Feb-6 Mar
Studio: New Line
Weekend gross: US$15.1 M
Featured brands:
adidas,
Budweiser,
Busch,
Cadillac,
Converse,
Denver Nuggets,
Hitachi,
Indiana Pacers,
NBA,
New Jersey Nets,
Penthouse,
PUMA,
San Antonio Spurs,
Shasta,
Sports Illustrated
Comments: Recreating the 1976 season of the American Basketball Association, filmmakers used period-appropriate PUMA, adidas and Converse shoes for its players and scored extra points for Sports Illustrated and Anheuser-Busch with comic extensions of their cross-promotional relationships.
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Vantage Point
Date: 22-28 Feb
Studio: Sony
Weekend gross: US$22.9 M
Featured brands:
Chevrolet,
Dasani,
Mercedes,
Perrier,
Peugeot,
Sony,
Sony Ericsson,
Sony VAIO,
Volkswagen Beetle
Comments: Eight points of view merge to reveal one truth: Sony products can play multiple roles in the same film. Sony appears as a television in the newsroom, as VIAO laptops in various scenes, an Ericsson cell phone, and a handheld video camera. Chevrolet co-stars with the Astra featured in a high-speed car chase.
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Jumper
Date: 15-21 Feb
Studio: Fox
Weekend gross: US$27.3 M
Featured brands:
Alitalia,
Apple,
Aquafina,
Budweiser,
DODA,
Emigrant Savings Bank,
Epson,
Ford,
Jeep,
Marvel,
McDonald's,
Mercedes,
Meridian,
MetLife,
Nokia,
NY1,
Quiksilver,
Samsung,
Sierra Mist,
The North Face,
USA Today,
Visa
Comments: Although he saves a considerable amount of money in travel expenses, David uses his teleportation skills to finance his expensive lifestyle and apartment full of pricy Apple equipment and a Meridian sound system by making regular “withdrawals” from banks.
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Fools' Gold
Date: 8-14 Feb
Studio: Warner Bros.
Weekend gross: US$21.6 M
Featured brands:
Apple,
Arby's,
Budweiser,
Bushnell,
Chris Craft,
Dive Rite,
Eve's Addiction,
Frito Lay,
Kalik,
Mares,
National Enquirer,
OK! Magazine,
Piaggio,
Rip Curl,
Sony PlayStation,
Tabasco,
T-Mobile
Comments: Others may have been distracted by 90 minutes of glistening, wet bodies, but we were able to hunt down Mares scuba diving gear, Dive Rite, Chris Craft, and Rip Curl in a few scenes. No bar scene was complete without a few bottles of Bud and Tabasco. And Gemma sports a bling-ed out T-Mobile Sidekick dubbed as her 'life line.' Sony's PlayStation makes a vocal cameo as the training grounds for piloting a plane. And a 16th-century family crest is compared to the Arby's logo.
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Hannah Montana/Miley Cyrus: Best of Both Worlds Concert Tour
Date: 1-7 Feb
Studio: Buena Vista
Weekend gross: US$31.1 M
Featured brands:
adidas,
Aéropostale,
Alesis,
Apple,
Baldwin,
BMW,
Coca-Cola,
Converse,
Nike,
Range Rover,
Sabian,
Yamaha
Comments: While Disney’s carefully nurtured Hannah Montana brand with its line of singing dolls, CDs and DVDs receives the most camera time, Converse and a variety of musical instruments brands manage to sneak on screen.
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Meet the Spartans
Date: 25-31 Jan
Studio: Fox
Weekend gross: US$18.5 M
Featured brands:
American Idol,
Apple,
Barbie,
Black & Decker,
Boost Mobile,
Botox,
Cadillac Escalade,
Chanel,
Chevrolet,
Coca-Cola,
Dentyne,
Dummies,
Gatorade,
Grey Goose,
Hooters,
JDate,
Krispy Kreme,
MySpace,
Neutrogena,
Nintendo,
Palms Hotel and Casino,
Pedigree,
Red Bull,
Subway,
UPS,
YouTube
Comments: In this 300 spoof, a Subway sandwich mysteriously appears on a mountain. Apple laptops are a research tool. The Persian elixir is a mixture of Grey Goose and Red Bull. And there’s nothing like a handy DustBuster to defeat a sandmonster.
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Cloverfield
Date: 18-24 Jan
Studio: Paramount
Weekend gross: US$40.0 M
Featured brands:
Aquafina,
Belvedere,
Budweiser,
Campari,
CNN,
Ford,
Frito Lay,
Jolly Rancher,
Lacoste,
Mercedes,
Mountain Dew,
Nationwide,
Nike,
Nokia,
NY1,
Panasonic,
Philips,
Sephora
Comments: When we were not fighting off vertigo from this cinéma vérité-style monster movie, we focused on appearances by beverage brands both real and fictional, and star-making appearances by Nokia all over New York.
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The Bucket List
Date: 11-17 Jan
Studio: Warner Bros.
Weekend gross: US$19.4 M
Featured brands:
Apple,
Bell,
Cadillac,
Chock Full O’Nuts,
Chrysler,
Cisco,
Ford,
Ford Mustang,
Hill-Rom,
HP,
Lacoste,
Listerine,
Los Angeles Dodgers,
Mercedes,
Motorola,
Pepsi,
Philips,
Pontiac,
Pyrotect,
Rolls Royce,
San Francisco Giants,
Sharp,
The North Face,
The Riviera Hotel and Casino,
Timberland,
Toyota,
United States Parachute Association
Comments: Two terminally ill men cross off items on their list of things to do before they kick the bucket. But we learn it’s not a bucket at all. It’s a coffee can. And it’s branded Chock Full o’ Nuts.
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National Treasure: Book of Secrets
Date: 21 Dec-10 Jan
Studio: Buena Vista
Weekend gross: US$100.5 M
Featured brands:
Apple,
Aquafina,
BlackBerry,
Borders,
Cadillac,
Cisco,
Converse,
Ferrari,
Ford,
Fuller's London Pride,
HP,
Land Rover,
Mayflower,
Mercedes,
Motorola,
MSN,
Red Bull,
Rolex,
Seattle's Best Coffee,
Tracker Boats,
Volvo,
ZTV
Comments: Although this sequel highlights how Apple, HP, ZTV, and Motorola technologies (and low-tech, but useful bottles of Aquafina) are crucial tools in modern-day treasure hunts, Mercedes plays the splashiest brand role as the infallible getaway car for dodging rival hunters and government authorities.
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