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By Georg Szalai
Director Brett Ratner discussed the risky business of integrating brands into movies Thursday, using his current Beverly Hills Cop project as an example.
"It's a huge priority for Paramount," he said. Eddie Murphy will need to drive a car in the film, and Ratner said he has to figure out which one. Rather than doing a deal with a carmaker and trying to force the product into the story, Ratner said the process must work the other way around. "What are my needs for the story?" he said in describing his search for an organic solution. "What car do I need that can become a character in the movie?"
Ratner was speaking at an Advertising Week event in New York on the topic of "consumer attention in a media-saturated world." He argued that forcing a soda bottle into a movie scene makes it seem like a prop and yields no branding effect because viewers block it out. "It must be a character embedded in the story," he said, recounting how he wanted a Porsche 928 as a young man because it played a key role in Risky Business.
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