The capitalization on 1980s nostalgia has no equal this year like the live-action version of The Smurfs.
But the original world of the Smurfs was a fantastical land free of consumer concerns. (In fact, conspiracy theorists have suggested its commune focus is nearly Communist, or worse.) So, what better way to inject a little green in all that blue than bring the gang to New York City?
We've already noted that The Smurfs, a Sony Pictures film, is characteristically loaded with Sony placement. There is the heavy presence of Vaio notebooks (see the clip at top) and even a Sony billboard in the movie's poster:
The official Smurf movie website hints at what the film may have more of, featuring a "Smurfonite" in place of the Samsonite brand. This was a favorite approach of early Shrek films and Disney's Cars 2 hit this summer.
Outside the film itself, Smurfs can't be too blue about their other tie-ins. There's McDonald's "Smurfiest Happy Meal ever" —
And a check-in at Starwood Hotels & Resorts —
And a co-branded promotion with the New York City tourism office, sponsoring Smurfs Week to attract visitors and locals (no doubt delighted with events for summer vacationing kids).
They didn't literally paint the Big Apple blue, however; that honor was reserved for the Spanish town of Juzcar, which allowed itself to be painted blue for Sony Pictures' recent Global Smurfs Day local (make that glocal) marketing event.
The Smurfs isn't the only brand-aware film out this weekend. Steve Carell's post-Office romcom Crazy Stupid Love details the search for true love in a commercial world where New Balance just doesn't cut the sexy.
Speaking of Apple computers, Crazy Stupid Love is not the only film out this weekend featuring the high-tech fruit. While Sony's Vaio may have locked up the mainstream Smurfs film, Miranda July's twee romance The Future proves (once again) Apple owns the hipster demo.
Finally, some luxury brands may find themselves sucked into The Devil's Double, based on the true story of a man who became a double for one of Saddam Hussein's sons, as played by Dominic Cooper:
Well, hello there, Mercedes and Ferrari! Finally, in one long ad for YouTube, the Life in a Day project is finally coming to cinemas this weekend: