Commercial: More brands, with feeling

From the New York Times, on the even greater role that product placement is playing in the financing of films and TV programmes. The eye-popping thing is the contortions writers are having to go through:

While Mr. Yospe often writes dialogue, in the meeting with Mr. Orci, he was suggesting types of advertisers to include. (Mr. Orci’s father, Roberto Orci, who is president of the advertising agency Acento, and his staff joined the meeting to discuss how brands might help market the movie.)

“You’ve written Gray has a Dodge Ram,” Mr. Yospe began, discussing a character. “Does it have to be a Dodge?’

“What’s wrong with Dodge? What have you got against Dodge?” said Mr. Orci, a soft-spoken 36-year-old.

The group began debating. In the script, Gray is described as “soldier-fit” but with “psychic damage.” Could someone like that drive, say, a Lincoln Navigator?

“That’s a mom’s car,” moaned Genesis Capunitan, an Acento executive.

I know, I know, it's nothing new. But still, it's a wee bit grubby, nes ces pas?