AB InBev had said it is “disappointed” with Paramount Pictures for featuring the Budweiser brand in scenes depicting alcohol misuse.
The film called Flight stars Denzel Washington and tells the story of an alcoholic pilot who prevents a flight from crashing but is then subject to an investigation for flying while drunk.
Head of entertainment at M&C Saatchi Sport & Entertainment Dave Roberts told Marketing Magazine that films have every right to include brands in a film’s narrative.
“Perhaps a bigger question is how AB InBev’s reaction to this Budweiser incident will impact their wider film industry relationships, particularly in relation to sister-brand, Stella Artois, who have a major film focus?”
Using product placement in films is nothing new as many brands use partnerships with movies to boost their popularity.
For instance, Heineken has seen a large boost in publicity as a result of its tie-up with the latest James Bond film Skyfall, which saw the agent drink the lager instead of his trademark drink – Martini, shaken not stirred.