Editing Reese's Pieces (section)

==''E.T. the Extra-Terrestrial''==
In 1982, the [[Mars, Incorporated|Mars]] candy bar company rejected a [[product placement]] offer for the inclusion of its key product [[M&M's]] in the [[Steven Spielberg]] film, ''[[E.T. the Extra-Terrestrial]]''. Hershey accepted an offer for use of Reese's Pieces in the movie, and with the film's blockbuster success its product sales dramatically increased, perhaps as much as 300%.<ref>[http://www.snopes.com/business/market/mandms.asp Snopes: Taking it E.T.]<br/>Business by its very nature is cut-throat; competitors rarely aid one another because one company's success almost invariably comes at the expense of the other's vitality. When such leg-ups occur, they are often inadvertent — the result of one firm's having failed to take advantage of an opportunity that its competitor later cleaned up on. Such was the case when Mars, Inc. passed on the chance for its flagship product, M&Ms, to be the candy used in 1982 film E.T. the Extra-Terrestrial. Its turn-down cleared the way for Hershey Foods Corporation to make a remarkable splash for its Reese's Pieces.</ref>