Today, Dawn and I decided to go see a Sunday morning matinee. The movie of choice was Sam Raimi’s new horror flick “Drag Me To Hell.” Before I get into the point of this blog, I have to say that it was a gloriously gruesome and campy horror flick. It was jumpy and gross, yet funny and sarcastic in the same breath. It’s a signature of Sam Raimi’s style that he did not take himself too seriously and left us with plenty of moments saying “Really? That’s just retarded.” In a good way.
That being said, I am wondering money Apple invested in this movie. From the carefully scattered iPods after the room shredding ghost scenes to the Macbook Pro that it seems that every laptop in ever movie is these days, this movie was non stop Apple. I guess I should not be surprised, this movie does co-star Justin Long of the “I’m a Mac” commercials, but man, it wasn’t subtle.
In one scene, the female lead is calling Justin Long, and when the scene cuts to him missing the call, I swear to you the iPhone, sitting gracefully on it’s dock beside another Apple computer, takes up 1/3 of the entire cinema screen. That’s a nearly 18’ iPhone!
In the scene below you will see the iPhone, dock and what looks like a Macbook Air. The interesting part was that while our female lead, portrayed as a once fat farm girl in a quaint little house living within her limited means, could afford a brand spanking new Macbook Pro, she had a little ghetto flip phone. Subtle market segmentation?
I don’t have a problem with product placement, and I am just being silly and not hateful. I just couldn’t believe how prevalent it was. This movie was intended to drag you out of the theater and to the closest aluminum temple of Apple.
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In movies, the craziest things happen.
Like what you said, it’s subtle market segmentation.
BTW, you have to watch movies from other countries (ehem… Philippines… ehem). Some of the new ones are almost like commercials with all the product advertisement on the movie itself. Of course, I’m talking about the commercially-promoted movies. The indie movies there are good.