Editing Product placement (section)

===Food and beverage===
The use of [[Reese's Pieces]] as a prominent plot element in the film ''[[E.T. the Extra-Terrestrial]]'' was the result of a sponsorship deal; it was originally intended for the titular character's favorite food to be [[M&M's]] candies, but [[Mars Incorporated]] turned down an offer, believing the film's alien would scare children. The [[Hershey Company]] took the sponsorship instead, which included the rights for the company to cross-promote Reese's Pieces with the film. The deal was considered a major coup for the company; sales of Reese's Pieces tripled, and some retailers had trouble meeting demand for the product.<ref name="wired">{{Cite magazine|url=https://www.wired.com/2015/03/et-gadgets-and-gear/|title=The Gear That Made E.T. the Pinnacle of Product Placement|magazine=Wired|access-date=December 11, 2017 |archive-url=https://web.archive.org/web/20171211105236/https://www.wired.com/2015/03/et-gadgets-and-gear/|archive-date=December 11, 2017|url-status=live|df=mdy-all}}</ref><ref name="sweet" />

Alongside [[List of films considered the worst|criticism]] for trying to ride off the popularity of ''E.T.'', the film ''[[Mac and Me]]'' was widely criticized for containing numerous placements for Coca-Cola soft drinks and the fast food chain McDonald's; both brands are integral to the film's plot, while McDonald's mascot [[Ronald McDonald]] makes an appearance during a dance scene set at a McDonald's, and is credited as appearing in the film "as himself". Critics also noted that the name of the alien creature featured in the film, "Mac", could also be interpreted as a reference to the chain's notable burger, the [[Big Mac]].<ref>{{Cite news|url=https://www.avclub.com/ronald-mcdonald-approved-case-file-151-mac-and-me-1798218494|title=Ronald McDonald Approved Case File #151: Mac And Me|last=Rabin|first=Nathan|work=The A.V. Club|access-date=November 29, 2017 |archive-url=https://web.archive.org/web/20171201040153/https://www.avclub.com/ronald-mcdonald-approved-case-file-151-mac-and-me-1798218494|archive-date=December 1, 2017|url-status=live|df=mdy-all}}</ref><ref>{{Cite news|url=https://www.latimes.com/archives/la-xpm-1999-aug-29-ca-4591-story.html|title=Branded into the Scenery: Commentary: Advertising is so much a part of life that it's understandable to find familiar products in films. But sometimes it goes too far.|last=Harrison|first=Eric|date=August 29, 1999|work=Los Angeles Times|access-date=November 28, 2017 |issn=0458-3035|archive-url=https://web.archive.org/web/20170925155628/http://articles.latimes.com/1999/aug/29/entertainment/ca-4591|archive-date=September 25, 2017|url-status=live|df=mdy-all}}</ref><ref>{{Cite news|url=https://www.latimes.com/archives/la-xpm-1988-08-15-ca-300-story.html|title=MOVIE REVIEW : 'Mac and Me' Takes a Big McBite Out of 'E.T.'|last=Wilmington|first=Michael|date=August 15, 1988|work=Los Angeles Times|access-date=November 28, 2017 |issn=0458-3035|archive-url=https://web.archive.org/web/20110307085307/http://articles.latimes.com/1988-08-15/entertainment/ca-300_1_big-mac|archive-date=March 7, 2011|url-status=live|df=mdy-all}}</ref> Its producer R.J. Louis denied that the film was funded by McDonald's; he had previously worked on campaigns for the company and wanted to make a film that would help benefit the [[Ronald McDonald House Charities]], and had to pursue rights to portray the McDonald's brand in the film (noting that he was "still the only person in the universe that ever had the exclusive motion picture rights to the McDonald's trademark, their actors, their characters, and the whole company"), but did receive funding from one of the chain's major suppliers, [[Golden State Foods]]. He also justified the extended dance scene, as trips to McDonald's were often seen as a "treat" for children of the era, and explained that "Mac" was meant to be an acronym for "Mysterious Alien Creature".<ref>{{Cite news|url=https://www.thrillist.com/entertainment/nation/mcdonalds-mac-and-me-paul-rudd-movie-et-spinoff|title=How McDonald's Insane 'E.T.' Rip-off Got Made (and Bombed)|last=Patches|first=Matt|date=April 3, 2017|work=Thrillist|access-date=December 11, 2017|archive-url=https://web.archive.org/web/20171211213637/https://www.thrillist.com/entertainment/nation/mcdonalds-mac-and-me-paul-rudd-movie-et-spinoff|archive-date=December 11, 2017|url-status=live|df=mdy-all}}</ref>

The James Bond series has also prominently featured placements for [[liquor]], tied to the character's recurring [[Shaken, not stirred|affinity for martinis]] (particularly, [[Vesper (cocktail)|vespers]]), although ''[[Skyfall]]'' deviated from this tradition by entering into a promotional deal with Dutch brewery [[Heineken NV|Heineken]] (which also allowed the company to feature Bond actor [[Daniel Craig]] in an accompanying ad campaign).<ref name="bloomberg-bond" /><ref name="guardian-bond" />