I went to see ‘Freedom Writers’ a few nights ago and I really enjoyed it, being something of a sucker for those 'inspirational teacher' films. I was also at BAFTA, which I am sure enhanced my viewing experience - no popcorn fights there!
However, I couldn't help but notice the cunning Borders product placement in it, although it certainly wasn't as crass as in Casino Royale . Everytime the camera panned a car park full of Fords, I could barely contain a groan - much to the irritation of my friends (who I had already put through the 'guess the ad' game).
Despite this, I would not want to give the impression I'm not in favour of product placement or advertisier funded programming, quite the opposite in fact. However, I am also a firm believer in subtlety and respect; qualities I think will have an uneasy relationship with product placement in the future.
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