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 movie Glossary
Ka-Ching! Moment
Instant when you realize the product on screen is a product placement and not just a prop; i.e., when the product stops being used by the film and the film starts being used by the product. When characters eat at McDonald's in "Ordinary People," that's a movie; when they go to McDonald's in "MAC and Me" to party with Ronald McDonald, that's a commercial. When Michael J. Fox orders a Pepsi Free in "Back to the Future," the soft drink is a prop. But when Bill Cosby spends an entire scene in "Leonard Part 6" holding a bottle of Coca-Cola so that the label is dead-center on camera, that is a product placement. (Tip off: When the product is more carefully lit than the actors are, like the Wheaties box on Superman's breakfast table.) MERWYN GROTE, St. Louis, Missouri more »
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