So Sony offered the overseas plug to Mirinda. Overseas, the logo on the refrigerator belonged to Mirinda, a fruit-flavoured soft drink brand that Pepsico markets outside the US.Ĭadbury wanted only the US plug because all but a tiny fraction of its sales are in the US. "Before the technology evolved, the product would show overseas anyway, because you couldn't morph it, couldn't remove it," says Gerald Johnson, vice-president for marketing resources at Dr Pepper, owned by Cadbury Schweppes.ĭr Pepper's logo appeared in the US version of Spider-Man 2 from Sony Pictures, on the refrigerator in the pizza shop where the Tobey Maguire character, Peter Parker, worked. The plugs in overseas versions were free. Studios used to sell product-placement rights just once, to advertisers interested mainly in US exposure. But in the overseas version of Demolition Man, the featured restaurant was Pizza Hut, another Pepsico brand. Pepsico Inc bought a major role for its Taco Bell brand in the US release, which depicted the fast-food chain as a candlelight establishment and "the only restaurant to survive the franchise wars".
The practice dates back to a 1993 futuristic police drama Demolition Man. And it gives studios a new revenue stream when they can sell product-placement rights not only in the US but also overseas. Substituting products in the same film in different countries is a money-spinner, writes Charles Goldsmith.Īfter decades of dubbing dialogue into the movies they send around the world, Hollywood has taken the next step: dubbing product placements.ĭigital technology has made it easy and inexpensive to substitute one product plug for another in the domestic and overseas versions of the same movie.
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