Eagle-eyed viewers will quickly notice how innovativetechnology gets presented in a movie, as these depictions often have fascinating behind-the-scenes circumstances to explain them. While in today’s moderntechnologyworld, characters using phones, computers, and different types of technology is a given, there are usually massive corporations behind the scenes making important decisions about how their tech is being used. This can lead to a positive viewer perception of the highlighted tech and provide a level of product placement that subconsciously influences consumers' habits.
While technology has been central to some of thebest sci-fi movies of all time, it’s also just as prevalent in murder mysteries, biopics, and laugh-out-loud comedies. Although audiences aren’t always privy to these behind-the-scenes deals, information has slowly leaked out about the true nature of strict rules that tech companies force filmmakers to follow. Even if viewers don’t notice that thebad guys never use Apple products,small details like this can have a massive effect on how and what audiences buyand choose to consume.
Knives Out (2019)
If viewers are watching a movie and aren’t sure who the bad guys are, one quick way to discover the truth is to check which character doesn’t have an iPhone. This may seem like a strange way to determine moral fortitude, but it’s exactly what Apple has required movies to do if they wanted to use their tech in the film. This was certainly the case forRian Johnson’s Netflix murder mysteryKnives Out, which had the specific rule that villains could not be seen using iPhones on camera.
Johnson stated in a video forVanity Fairwhere he broke down a scene fromKnives Outthat Apple was very specific about how their tech could be used in the movie. “Apple, they let you use iPhones in movies, but, and this is very pivotal, if you’re ever watching a mystery movie, bad guys cannot have iPhones on camera,” he said. Johnson then joked that every other filmmaker with a movie bad guy they want to keep secret “wants to murder me right now.”
Knives Out
Cast
When renowned crime novelist Harlan Thrombey is found dead at his estate just after his 85th birthday, the inquisitive and debonair Detective Benoit Blanc is mysteriously enlisted to investigate. From Harlan’s dysfunctional family to his devoted staff, there are suspects aplenty. Blanc sifts through a web of red herrings and self-serving lies to uncover the truth behind Harlan’s untimely death.
9IBM Didn’t Want HAL 9000 Associated With Computer Failure
2001: A Space Odyssey (1968)
Stanley Kubrick’s2001: A Space Odysseywas a sci-fi masterpiece that has continued to gain acclaim and had undeniable influence over the genre as a whole. Through its beautiful use of classical music, probing philosophical themes, and message on the dangers of technology, this story about a sentient supercomputer turned bad named HAL 9000 has never been more relevant. However, astute viewers have noticed HAL’s connections to the tech company IBM, whose logo even briefly appeared in the film and whose lettered name was just one letter shifted from IBM.
Kubrick was aware of these connectionsand, in 1966, wrote a letter to get ahead of the controversy (viaLetters of Note) when he wrote to Polaris Productions vice president Roger Caras saying, “I don’t want to get anyone in trouble” and “I don’t want them to feel they have been swindled” by his story of a “psychotic computer.” Kubrick heard back that IBM had no issues with2001: A Space Odysseyas long as their equipment wasn’t associated with “failure” and would allow the company to get a screen credit if they weren’t listed as “technical advisor for the computer.”
2001: A Space Odyssey
2001: A Space Odyssey is one of Stanley Kubrick’s most well-known films. A science-fiction epic, the film tells the story of the journey of Discovery One, a spacecraft operated by a group of scientists, astronauts, and a sentient computer, on a mission to Jupiter to investigate a mysterious monolith. Considered one of the greatest films ever made, Kubrick combines sparse dialogue with the heavy use of scoring and ambiguous imagery to create something that eschews conventional filmmaking.
8The Good Guys Use Macs
Mission: Impossible (1996 - Present)
Over the past several decades, computers have been intrinsically linked to everyday life, and it makes sense that they’d be featured as primary plot drivers in countless movies. The ubiquitous nature of modern computing means that the good and the bad guys are going to have to utilize tech, which can have a damning impact on a technology company’s reputation. Apple has been firm about their commitment to maintaining a positive image in film, which can be seen through their rule thatthe good guys use Macs inMission: Impossible(viaIrish Times.)
While product placement has a long history in Hollywood, Suzanne Forlenza, manager of Film/TV Placement and Marketing at Apple, explained that in theMission: Impossibleseries Apple has a standing deal that Tom Cruise and the rest of IMF use Apple tech. “We have a standing insistence that we will only be in the hands of the good guys," said Forlenza. With Apple products being used time and again by heroes to save the world, it can lead to audiences associating Apple with positivity and virtue.
Mission: Impossible
TheMission: Impossiblefranchise is an American action spy series that began with the 1996 filmMission: Impossibleand has since become one of the most successful and long-running franchises in Hollywood. The films follow Ethan Hunt, an agent of the Impossible Missions Force (IMF), as he takes on various high-stakes missions around the world, often involving intricate heists, double-crosses, and death-defying stunts. The franchise is renowned for its intense action sequences, particularly those performed by Tom Cruise, who insists on doing many of his own stunts.
7Tony’s Tesla
Iron Man (2008)
The Marvel Cinematic Universe kicked off in 2008 with the firstIron Man, and with that, the world was introduced to the perfected personification of Tony Stark in Robert Downey Jr. One real-life figure whose often been compared to Stark was Tesla CEO Elon Musk, who even had acameo appearance inIron Man 2,where he was shown speaking briefly to Stark. Yet, this pair’s connection goes back to the first movie, in which Stark was seen sporting a Tesla vehicle among his other luxury cars in a scene where he tested his supersuit in his garage.
The appearance of the Tesla Roadster sports car inIron Manactually predated the car being made publicly available, which meant the company had to give the filmmakers early access. With this in mind, it’s no surprise that Stark’s Tesla was simply a background image that showcased his wealth and status. Depicting Stark as a preferred customer who gained early access to their vehicles made the Tesla look more aspirational to general customers.
Iron Man
Iron Man is the first film in the long-running Marvel Cinematic Universe franchise. Robert Downey Jr. stars as Tony Stark, who becomes Iron Man after he is kidnapped and discovers terrorists are using weapons developed by Stark Industries. Gwyneth Paltrow stars as Tony’s love interest Pepper Potts alongside Jon Favreau as Happy Hogan and Jeff Bridges as the villainous Obadiah Stane.
6My Sony Sense Is Tingling
The Amazing Spider-Man 2 (2014)
Andrew Garfield’s time as the young webslinger Peter Parker inThe Amazing Spider-Manseries made full use of Sony’s role as a distributor. This meant that Sony had no issue ensuring that the movie significantly featured their tech, as Sony phones, laptops, televisions, and merchandise were packed into this superhero movie. As a modern teenager, it was no surprise that Spider-Man’s childhood bedroom was packed to the rafters with Sony tech to the point that it took product placement to the next level.
It was not just tech that Sony promoted inThe Amazing Spider-Man 2, as Parker’s bedroom even contained a movie poster for the classic Sony filmDogtown and the Z-Boys. Even in emotionally heavy scenes between Parker and his Aunt May, it’s almost jarring to see the camera pan out to reveal a Sony television sitting on her nightstand. While product placement can have a powerful influence over viewers' consumption, in the case ofThe Amazing Spider-Man 2, it was very noticeable.
The Amazing Spider-Man 2
The Amazing Spider-Man 2, released in 2014, continues Peter Parker’s journey as he balances life as Spider-Man and his relationship with Gwen Stacy. Facing new challenges, Peter encounters the formidable Electro and is reunited with Harry Osborn, while uncovering significant revelations about his past.
5The Truth Of Facebook
The Social Network (2010)
David Fincher’s extraordinary portrayal of the early days of Facebook, seen inThe Social Network,didn’t exactly paint its founder, Mark Zuckerberg, in a positive light. With a probing script from Aaron Sorkin,The Social Networkdelved deep into themes of alienation, power, and aspiration as it showcased Zuckerberg’s founding of the social networking site during his sophomore year at Harvard University. Facebook did not consult with Fincher on the film, and for this reason, the filmmaker needed to follow strict rules to ensure the site was accurately portrayed and not open themselves up to litigation.
Leaked emails even revealed that Zuckerberg did not want the movie to be made (viaBusiness Insider) and that he found the way the movie recounted his college years to be “hurtful.” The fact thatZuckerberg was opposed to the production ofThe Social Networkmeant the tech portrayed had to be absolutely correct, as any misrepresentation of how the site functioned could be seen as damaging to the company. Even if Zuckerberg claimed the way The Social Networkexplored his motivations for making the site was false, the actual portrayal of the site itself was accurate.
The Social Network
The Social Network is a film released in 2010, chronicling Harvard undergrad Mark Zuckerberg’s development of Facebook. Set against the backdrop of personal and legal challenges, the story follows Zuckerberg’s journey from creating a social network to becoming one of the youngest billionaires, amidst contentious lawsuits.
4Google Goes Hollywood
The Internship (2013)
As the top internet search engine in the world, Google has become an integral part of many people’s everyday lives, although this has not always been reflected in film. One prime example of Google getting more involved in the film industry was the Owen Wilson and Vince Vaughn comedyThe Internship. The tech company was heavily involved in this story about former salesmen taking up internships at Google (viaReuters.)
Google agreed to work with the film producers to ensureThe Internshipaccurately represented the company. This meant thatThe Internshipwas careful to portray a positive work culture at Google’s office, with free food and exercise classes for employees being the norm. By giving the filmmakers extra access than would normally be possible for a movie’s production, the tech company was able to exercise more control over how they were depicted inThe Internship.
The Internship
The Internship is a comedy film directed by Shawn Levy, starring Vince Vaughn and Owen Wilson as two middle-aged salesmen who intern at Google after being laid off. They compete against tech-savvy millennials for permanent positions while navigating a digital world unfamiliar to them, creating various comedic situations. The film explores themes of career reinvention and the clash between different generations in a modern workplace.
3Patrick Bateman’s Watch
American Psycho (2000)
In Bret Easton Ellis’ cult novelAmerican Psycho, the yuppie serial killerPatrick Bateman was known for his 36mm Rolex Oyster Perpetual Datejust reference 16013 watch. However, this was not the case in the film adaptation starring Christian Bale, as the luxury watch brand was not comfortable with Bateman sporting their product (viaLuxury Bazaar) and refused permission for him to wear his signature watch. Instead, Bateman was seen wearing a Seiko SNJX90, which meant the book’s line “Don’t touch the Rolex” had to be removed.
However, that’s not to say that the famous luxury watch brand was absent fromAmerican Psychoentirely, as other characters in the film were permitted to wear it. It makes sense that Rolex would have strict rules about how their product would be depicted in the film, as, although Bateman may have been a stylish and ultra-modern character, his actions, like killing his colleague with an axe, may not have looked great for the company with a Rolex watch dangling from his wrist.
American Psycho
Based on the book of the same name by Bret Easton Ellis, American Psycho follows Patrick Bateman (Christian Bale) an investment banker in New York in 1987 who leads a double life as a serial killer. As investigators circle Bateman after the disappearance of a colleague, he finds himself trapped in a spiral of murder and excess, unable to stop himself from giving in to his increasingly dark urges. Also stars Willem Dafoe, Jared Leto, Justin Theroux, and Reese Witherspoon.
2007’s Car Never Fails
James Bond (1962 - Present)
TheJames Bondfranchise has been moving with the times since the first movie was released in 1962. As a secretive agent with a license to kill, 007 has consistently utilized futuristic tech and incredible gadgetry throughout every movie in the long-running series. One major part of Bond’s appeal was his passion for sports cars, and viewers will particularly associate this MI6 agent with his signature Aston Martin car, which was first seen in Sean Connery’sGoldfingerand has continued to be a prominent part of the franchise right into the Daniel Craig era.
The partnership between Aston Martin and Bond has been a long and fruitful one (via Aston Martin), but it’s not without its caveats. While Bond has been continually seen driving the vehicle in high-speed chases and doing death-defying stunts, the car was never shown as unreliable or failing in a manner that could damage its reputation.The cars inJames Bondwere always presented as aspirational, and this was why car tech companies have always been interested in having their vehicles featured with as much positive exposure as Aston Martin has received over the years.
James Bond
The James Bond franchise follows the adventures of British secret agent 007 as he combats global threats. With a license to kill, Bond faces off against various villains and criminal organizations, employing high-tech gadgets, espionage, and charm. The series spans multiple films, featuring exotic locations, thrilling action sequences, and memorable characters. Bond’s mission to protect the world and uphold justice remains central, making the franchise an enduring icon in the spy genre.
1“Just Bing it”
RoboCop (2014)
It’s a long-standing joke that when a character decides to Google something in a movie, nobody bats an eye, but if they decide to use the search engine Bing, then viewers immediately think of it as product placement. As Microsoft’s Google competitor, it’s no surprise thatfilms associated with the tech company often opt to showcase Bing as the world’s primary search engine. This was hilariously seen in the television seriesHawaii Five-0when a character told another to just “bing it” as if this was an everyday expression like ‘Google it.’
Keen film viewers will be quick to spot Bing being used as an alternative to Google in plenty of movies, including the 2014 remake ofRoboCop. As a film set in the year 2028,RoboCoppresented Bing as the primary search engine of the future. This partnership between Microsoft and Sony (viaBing Blogs) highlighted the symbiotic nature of movie relationships withtech companies, as they help and assist one another when it benefits both parties.
RoboCop
RoboCop, released in 2014, is set in 2028 and explores OmniCorp’s ambition to integrate robot technology into American law enforcement. When Detroit police officer Alex Murphy is critically injured, OmniCorp seizes the opportunity to create a part-man, part-robot officer, aiming for widespread deployment and profit.
