Editing Product placement (section)

===Product displacement===
{{Main|Product displacement}}
[[File:ExpoSYFY - Alien (aspen beer).jpg|thumb|upright|Aspen beer, a fictional brand from the 1979 film ''[[Alien (1979 film)|Alien]]'']]
A real brand logo may be hidden or replaced with [[fictional brand]] names in a production, either to imitate, satirize or differentiate the product from a real corporate brand.<ref name=BTM>Robin Andersen, Jonathan Gray, ''Battleground: The Media'' (2008), p. 386.</ref> Such a device may be required where real corporations are unwilling to license their brand names for use in the fictional work, particularly where the work holds the product in a negative light.<ref>Jean-Marc Lehu, ''Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business'' (2007), p. 144.</ref>

According to [[Danny Boyle]], director of the film ''[[Slumdog Millionaire]]'' (2008), the makers used "product displacement" to accommodate sponsors such as [[Mercedes-Benz]] that refused to allow their products to be used in non-flattering settings. While Mercedes did not mind having a gangster driving their cars, they objected to their products being shown in a [[slum]]. The makers removed [[logo]]s digitally in post-production, costing "tens of thousands of pounds". When such issues are brought up in advance of filming, production companies often resort to "greeking", the practice of simply covering logos with tape, but one of them driven by Latika is shown to have the logos on the car keys.

Similarly, in ''[[The Blues Brothers (film)|The Blues Brothers]]'' (1980), portions of the defunct [[Dixie Square Mall]] in [[Harvey, Illinois]], were reconstructed in façade and used as the scene of an indoor car chase. Signage belonging to mall tenants was replaced with that of other vendors; for instance, a [[Walgreens]] would become a [[Toys "R" Us]].<ref>[https://web.archive.org/web/20070111193700/http://pawfilmworks.com/DSMHistory.html "Dixie Square Mall History"], pawflimworks.com (archived, 2006)</ref>

''[[Cars (film)|Cars]]'' (2006) parodies [[NASCAR]], an advertising-heavy sport which controversially had long allowed [[alcohol (drug)|alcohol]] and [[tobacco]] sponsorships. NASCAR's sponsors were replaced with [[fictional brand|fictional or parody brands]]; [[Dinoco]] Oil takes pride of place, followed by a string of invented automotive aftermarket products marketed in a similar means to [[Medication|pharmaceutical]] products. [[Dale Earnhardt Jr.|"Dale Earnhardt Inc."]] displaced "Junior #8"'s sponsor [[Budweiser (Anheuser-Busch)|Budweiser]] to avoid advertising [[beer]] in a [[Pixar|Disney & Pixar]] feature. The racing series portrayed in the film is also known as the "[[Piston]] Cup", as a pun on the [[NASCAR Cup Series]]' past sponsor of [[Winston (cigarette)|Winston cigarettes]] (during which time it was known as the "Winston Cup Series"; it has since been succeeded by phone carrier [[Sprint Corporation|Sprint]] and energy drink [[Monster Energy]]).<ref>{{Cite web |url=https://www.latimes.com/archives/la-xpm-2006-jun-04-ca-cars4-story.html |title=A grease geek will guide you: 'Cars' decoded |last=Neil |first=Dan |date=June 4, 2006 |website=[[Los Angeles Times]] |access-date=November 6, 2018 |archive-url=https://web.archive.org/web/20140714073559/http://articles.latimes.com/2006/jun/04/entertainment/ca-cars4 |archive-date=July 14, 2014 |url-status=live |df=mdy-all }}</ref><ref>{{Cite web |url=https://www.chicagotribune.com/2006/06/04/cars-requires-a-crash-course-in-racing/ |title=Cars' requires a crash course in racing |last=Neil |first=Dan |date=June 4, 2006 |website=[[Chicago Tribune]] |access-date=November 6, 2018 |archive-url=https://web.archive.org/web/20141105181708/http://articles.chicagotribune.com/2006-06-04/news/0606030282_1_racing-restrictor-cars |archive-date=November 5, 2014 |url-status=live |df=mdy-all }}</ref>