The Book of Eli Forum

The product placement in this movie is really offputting.

Topic started by AngeTheDude on May 5, 2011. Last post by mika 2 years ago.
Post by AngeTheDude (175 posts) See mini bio
I enjoyed this movie. The only thing I didn't like about it was the product placement. It wasn't even done in a subtle way. GMC, Motorola, and other logos show quite prominently. It really pulled me out of the film every time. I know product placement is the reality of movies, and there's no escaping it, but I think it can be handled better. I just hate when it's done so blatantly, like in this film.
Posted 2 years ago
Post by Norton (146 posts) See mini bio
I haven't seen the film so I don't know the specific placements you're talking about, but product placement is certainly a balancing act. 
Edited 2 years ago
Post by ethan (746 posts) See mini bio
Staff
Somehow I like product placement in movies.  Nothing takes me out of the reality of a movie faster then noticing everyone has the labels torn off their beer bottles, or the logo is missing from the center of the steering wheel.  Fuzzing out lables on clothing in Rap videos just ruined Rap for me.  That last bit is not true.
Posted 2 years ago
Post by nicorcano (96 posts) See mini bio
@angethedude: It doesnt help that the movie takes place in a post apocalyptic setting. The most annoying for me in the movie was the beats by dre headphones.
Posted 2 years ago
Post by Venatio (380 posts) See mini bio
@ethan said:
" Somehow I like product placement in movies.  Nothing takes me out of the reality of a movie faster then noticing everyone has the labels torn off their beer bottles, or the logo is missing from the center of the steering wheel.  Fuzzing out lables on clothing in Rap videos just ruined Rap for me.  That last bit is not true. "
Agreed with ethan, got no problem with it for the most part
Posted 2 years ago
Post by Mr_skeleton (953 posts) See mini bio

Aside fro, the iPod I don't remmber seeing anything else.

Posted 2 years ago
Post by ryanwho (1,130 posts) See mini bio
I remember the Motorola thing. Yeah it was a bit much. Dissonant, considering the setting. Shouldn't phones be built out of CB radios and shit?
Posted 2 years ago
Post by Sbaitso (3 posts) See mini bio
Never had a problem with product placement either. Unless its really bad.
Posted 2 years ago
Post by ThePickle (2,855 posts) See mini bio
The only movie that really bothered me with product placement was Happy Gilmore. But that didn't prevent me from enjoying the movie. I was just mildly disappointed to see it used so flagrantly. 
Posted 2 years ago
Post by Stonyman65 (26 posts) See mini bio
@Pickle: I could really go for some Subway right now.

And about BoE, The iPod was in the movie because Garry Whitta wanted it there because he is a huge Apple fanboy (if you listened to the Tested podcast you would know this), everything else in the movie was put in by the producers. 
Posted 2 years ago
Post by Everyones_A_Critic (788 posts) See mini bio
The only product placement I remember from this movie is the iPod he uses at the beginning of the film. At least it wasn't like Alan Wake where you literally start a level in front of a massive Verizon billboard...
Posted 2 years ago
Post by JJWeatherman (356 posts) See mini bio
It's been a little while since I watched this, but I really don't recall being bothered by product placement. I kinda agree with Ethan; it helps with immersion if used correctly.

I'd have to watch it again to remember though. Just Blame Gary Whitta.
Posted 2 years ago
Post by VioletEyedDragon (1,817 posts) See mini bio
lol worst is i robot but there it is funny they know they are being ridiculous
Posted 2 years ago
Post by AngeTheDude (175 posts) See mini bio
@ethan: I usually don't mind products being there either but it was done pretty obviously in this flick. The Motorola megaphone, the Beats headphones and the sunglasses were the worst offenders though. The iPod is fine and actually makes some sense. Lots of people have them and I imagine at least a few of them would survive an apocalypse.
Posted 2 years ago
Post by HandsomeDead (1,691 posts) See mini bio
It can't be as bad as Casino Royale.
Posted 2 years ago
Post by TheFaithfullyDeparted (1,921 posts) See mini bio
I saw this film awhile ago but I never remember the product annoying me
Posted 2 years ago
Post by mracoon (387 posts) See mini bio
I don't remember seeing any product placement aside from the iPod.
Posted 2 years ago
Post by gangly (1,273 posts) See mini bio
@mracoon: That just means that it was all imprinted on your subconscious mind without you noticing, exactly how the evil overlords intended!

(the evil overlords in this case being Albert and Allen Hughes, of course) 
Posted 2 years ago
Post by AngeTheDude (175 posts) See mini bio
@HandsomeDead: Or almost EVERY Bond film ever made.
Posted 2 years ago
Post by mika (14 posts) See mini bio
The iPod scene at beginning got a chuckle out of me. At the end, a groan. "Dear God, thank you for Apple. Please watch over Gary Whitta"
Edited 2 years ago
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General Information Edit
Name The Book of Eli
US Release Jan. 15, 2010
UK Release Jan. 15, 2010
AUS Release April 15, 2010
Runtime 118
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post-apocalyptic
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Rating R
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  • In today's dollars
    Domestic $94,835,059
    Foreign +62,257,000
  • = total worldwide gross $157,092,059
  • - a reported budget of $80,000,000
  • = a 96.4% net profit of $77,092,059
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