Twilight Producers Bite Brands

A brewing showdown over product placement could set a precedent for the growing marketing practice and raise questions about who controls how brands benefit from onscreen roles.

The studio behind the Twilight saga of films has filed suit to stop the Dakota Collective's BB Dakota brand from selling its Twilight jacket. The twist: turns out it's the retailer's exclusive design, which the filmmakers used without Dakota's knowledge or permission. Now that the brand is trying to capitalize on its garment's cameo in the film, it's being hit with a lawsuit.

As befits being bitten by a vampire franchise, as far as Dakota is concerned it all, well, sucks.Continue reading...