The 2009 Star Trek movie broke some ground with the inclusion of product placement. In Morgan Spurlock’s new documentary opening this weekend, director JJ Abrams defends his use of product placement.
JJ Abrams Talks Star Trek Product Placement in new Documentary
Morgan Spurlock (Super Size Me) has turned his focus to Hollywood for his latest documentary, taking on the subject of product placement. The documentary goes so far as to actually be completely financed by product placement, which is why it is called POM Wonderful Presents: The Greatest Movie Ever Sold.
The documentary (which opens this weekend) also features interviews about product placement with some prominent Hollywood directors including Peter Berg, Brett Ratner, Quentin Tarantino, and JJ Abrams. The segment with JJ Abrams specifically shows the product placement in Star Trek (the scene with the Nokia carphone). For his part Abrams says while he doesn’t love it, product placement has become a necessary evil in Hollywood blockbusters. This is in contrast to Ratner who expresses a lot of support for the use of product placement. Abrams emphasized that even though he may adopt some product placement, he tries to "create a world" in his films and refuses to let them become "a marketplace for brands."
JJ Abrams talks “Star Trek” product placement in new “The Greatest Movie Ever Sold” documentary (Image: Sony Classics)
POM Wonderful Presents: The Greatest Movie Ever Sold opens Friday April 22nd. Here is the trailer.
POLL: Star Trek product placement
Product placement has become more and more prevalent in Hollywood movies, and it even worked its way into the 2009 Star Trek feature with both Nokia (in Kirk’s Corvette) and mention of Budweiser at the Iowa Bar where Kirk met Uhura. Of course in addition to the in-movie product placement, Paramount also had a number of Star Trek marketing tie-ins, including Lenova, Burger King and Esurance.
Product placement in Star Trek 2009
POLL: So what did you think of the in movie product placement in Star Trek?
Thanks to Jordan Hofman of UGO who contributed to this report