I watched Juno over the weekend. It's rough going at the beginning thanks to a seriously over-written script, but it rises above that on the strength of good performances and a second half that has some moments of emotional honesty, and overall I'd recommend it. If you've seen Rushmore and Saved!, though, it'll seem like awfully familiar territory; in fact it's basically the next good Wes Anderson film (though that's not such a bad thing to be, since Wes Anderson's own Wes Anderson films have been on a slide lately).
But I digress. The reason I'm posting about it is the brain-thumping level of product placement, and one in particular: in the introductory sequence of the film, as the first of 16,782 indie pop songs jangles at us, Juno walks around town carrying an enormous jug of Sunny Delight for, oh, three minutes. The jug is lovingly tracked, label-on, so we can fully appreciate it throughout the sequence. It's even animated at one point, ferchrissake. And just in case we somehow missed it, it's written into the dialogue as well ("I drank, like, ten gallons of Sunny D"). So while I was impatiently waiting for the movie to start after this extended commercial—possibly the longest product placement I've ever seen in a film, and I'm a connoisseur—I was thinking, man, that must have cost them a fortune.
What a fool I was:
Sunny Delight - popularly known as Sunny D - did not even pay for its role in the first three minutes of the movie, when the title character walks through town chugging a giant bottle of the drink. ...
"Sometimes companies are slow to react because they might not be sure what to do with it, or are afraid of the response," said Brian Hankin, CEO of Atlanta branding firm (R)evolution Partners. "But it's these kinds of opportunities that are few and far between that companies should take the most advantage of."
Especially since it's free, and apparently effective. Product placement has steadily grown among top U.S. films over the past five years, according to Brandchannel.com, a site operated by international branding firm Interbrand, with offices in Norwood. In 2006, the average number of product placements among top-grossing films rose to 21 per movie, compared with 13 in 2004, and 17 in 2002. Many of these spots were paid for.
Not that Sunny Delight was immediately on board. The producers of the movie called company marketers early on, seeking permission to use the beverage. Sunny Delight said "no." The producers came back a second time, and then a third, before convincing Sunny Delight that "Juno" was a serious film, with a respected director (Jason Reitman, "Thank You for Smoking") and a strong lineup of actors.
(Take that, E.T.!) And apparently this is the rule and not the exception:
"As big as branded entertainment is, I will still venture to say that 90% of the brands you see in shows are there for free," said Jeff Greenfield, executive vp entertainment marketing firm 1st Approach. "A lot of brands get in for free not because they're cool but because they happen to be there."
Five of the leading product placement agencies estimate that 70%-95% of their placements are still barter deals only. Norm Marshall & Associates said it orchestrated more than 10,000 free product placements last year. ...
Entertainment marketers say that despite efforts by the networks and studios to crack down on free placements, they are still happening for a variety of reasons: Many integration decisions are still being driven creatively rather than financially; production companies still want to save money by getting free product on the set; branded entertainment deals do not come close to covering the amount of product that is needed to dress a set; many changes in props or sets are made during filming, long after product integration deals are sealed; and producers don't always want to spend the time and money required to satisfy the demands of brands willing to pay for integration.
You mean to tell me that product placements have nearly doubled just in the past few years, but the companies aren't even paying for it? So the vast majority of corporate whoring that violently jolts me out of my fantasy wonderland every few minutes, pissing me off to no end, is being done for free? And not only that, the film's producers are so bent on prostituting themselves that they'll beg and cajole a company multiple times to please, please, please compromise their film?
I realize this is just another of capitalism's endless series of dark alleys, and not even a particularly scary one at that. Just another of the myriad corruptions of our daily lives. Nonetheless: holy madre del Diablo. It's getting to the point where it's not "product placement" in a movie, but "movie placement" in a series of ads. I'm so upset I can barely finish typing this posting on my Sony VAIO® laptop! On the bright side, though, it does allow me to dress up my anti-Hollywood film snobbery with suitably progressive ideological trappings.
There's a more complete list of Juno product placements here (several of which were also written into the script, like Benihana, the burger phone, Gibson, and Hot Pockets). Some surprises in there even for me, and I was watching closely.
(More ranting about similarly trivial crap here.)
UPDATE: In case you're tempted to go suck down some orange drink now, here's what the Center for Science in the Public Interest says about it: "There is nothing either sunny or delightful about a junk food that’s dressed up as real fruit juice. But Sunny Delight is not much more than sugar water with negligible amounts of juice and a bit of vitamins added. ... Sunny Delight’s marketing campaign is designed to deceive, and it succeeds."