“Avatar is in contention for an Oscar because it dominated its field, both technologically and financially. But another cinematic player was even more dominant last year: Apple. In the 44 films in 2009 that topped the box office for at least one weekend, an Apple logo or device could be seen in at least 18 of them. (That’s almost 41%.) In some, Apple products even eclipsed their human scene partners,” Abe Sauer reports for The Awl. “This high appearance rate does not include the heap of mass-market films from 2009 that did not own a weekend but also featured Apple product placement.”
“Just to name a few of those? That list includes Drag Me to Hell, Orphan, I Love You, Man, Duplicity, Crank 2: High Voltage, Ghosts of Girlfriends Past, Imagine That, Sorority Row, Answer Man, Post Grad, I Love You Beth Cooper, All About Steve, Hurt Locker, New York, I Love You, It’s Complicated, Road Trip: Beer Pong, Law Abiding Citizen, Fantastic Mr. Fox, Funny People and Couples Retreat,” Sauer reports.
“These numbers also don’t include the mountain of other films and TV shows, from Macs on Regis and Kelly and Jimmy Fallon’s desks to the Mac grotesquerie of The Office and 30 Rock. Fruity logo out front, advertisement aglow,” Sauer reports. “For one month in 2009, product placement tracking service Nielsen IAG noted 62 total ‘occurrences’ of Apple products, more than any other brand, including AT&T (59), Coca-Cola (55) or Ford (41).”
Sauer reports, “Hamish Purdy, the assistant set decorator for Watchmen (which featured an Apple ‘Easter egg’) explains, to some degree, how this happens. ‘One thing we often have to deal with is ‘clearance’ to use a product on a set. If the item has been ‘product placed,’ clearance is inherent. Apple has always been willing to provide product for sets without too much hassle. Yeah, just so that is clear: Apple does not pay for any of this exposure.”
Direct link via Vimeo here.
Much more in the full article here.
[Thanks to MacDailyNews Reader “Arline M.” for the heads up.]
It also photographs better. flaws in PCs, weird reflections etc. make them harder to film or photograph, because they are really evident blown up big.
@dd, Well, that – and most Windows hardware just isn’t that attractive to look at, photograph, etc. Good design photographs well, mediocre design photographs mediocre.
Good design and Fox News go well together.
Last season of 24, when Jack discovers the old hands from CTU, big bright Apples moment, good guys use the fruit, baddies use the dull.
I think Apple have a patent on the glowing backlit logo…
And it was a stroke of genius when they turned the logo the right way round post-Wallstreet.
They omitted my favorite from the Star Trek movie in which Kirk & Crew go back to 20th century San Francisco to obtain a whale to take back with them. Scotty shows a company how to make a lightweight, super-strong alloy (for the tank) on a Mac. Don’t recall which Mac, but it was the original all-in-one form factor.
This is from much-faded memory, but I can vividly recall Scotty typing away furiously on the keyboard while various molecular structures danced around the screen.
A keyboard…. How Quaint
I remember someone yelling at the computer “computer on!” And getting very frustrated.
Scotty, picks up mouse and speaks in to Mac 128 “Computer? COMPUTER? ” with Scottish brogue…
I tried to get Windows 7 featured in Drag Me To Hell but the director said it was typecasting.