Sarah Polley Removes Her Name from Short Film Over Product Placement

by Monika Bartyzel Mar 2nd 2010 // 8:10PM

Late last year, Oscar-nominated filmmaker Sarah Polley made a 2-minute short film called The Heart, for The Heart and Stroke Foundation's healthy living campaign. Starring Sarah Manninen and Jean-Michel Le Gal, the film follows a "woman through phases of her life" as she "explores the chambers of her heart." Now that the short is just a few days away from release -- slated to air on the Canadian station CTV during the Academy Award ceremony -- The Globe and Mail reports that Polley is removing her name from the title credits after the discovery that it's being used to promote Becel margarine.

It is not clear what, if any, knowledge Polley had about Becel's ties to the foundation (the Globe says they commissioned the film), but according to her press release, she "... was thrilled, as I was proud to be associated with the work of this incredible organization." "However, I have since learned that my film is also being used to promote a product. Regretfully, I am forced to remove my name from the film and disassociate myself from it." Polley explained that she "never actively promoted any corporate brand, and cannot do so now."

Considering just how many moviegoers and fans get irked by product placement, and the ever-increasing ties between product marketing and moviemaking, it's pretty cool to see a filmmaker put principles over complacency. Then again, this is not a surprise. This is the girl who, as a pre-teen, stood up to Disney when they were against their Road to Avonlea star wearing a peace sign to protest the first Gulf War

Apple earns an Oscar for product placement

March 6, 8:47 AMSan Jose Technology ExaminerMichael Santo

One doesn't necessarily need to be told this, as simply by watching movies and TV it's pretty obvious, but Apple tends to dominate among product placement in media. Some of it is definitely the recognizability of the products, as that logo stands out. Did you realize, however, that Apple managed to get itself placed into 41% of the 44 movies that were tops in box office for at least one week in 2009?

That's what Abe Sauer at The Awl reports in an excellent, and lengthy piece on Apple and product placement. That percentage doesn't include Apple product placement in non-box office winners, or in TV.

Of course, as Sauer points out, there's a discrepancy between Apple's market share and its percentage in placements. Apple currently owns, for example, in the low double-digits of computer market share.

Additionally, Apple products show up in places where, in reality, they would never be. Windows PCs are dominant in corporations, with most companies using PCs for everything, except perhaps for developers who are programming for say, the iPhone. Yet, watch a movie or TV show, and you might think precisely the opposite.

For those more techie, it's often obvious that those using iPhones can't possibly be doing some of the things they do, without jailbreaking the device. A definite no, no in Apple's eyes, and often not generally allowed in corporations, as it opens a few (easily closed) security holes.

Of course, this is all just an extension of the old adage that you must "suspend disbelief" when you watch a movie. After all, does anything really think that discount store clerks look like Jennifer Aniston (The Good Girl), or that Brad Pitt would dump her for Angelina Jolie? Oh wait, the latter actually happened.

Seriously, though, one important point made by The Awl: Apple doesn't pay for this placement, despite what you may think. Abe also adds there's no definitive link between product placement and sales.

Interestingly, Abe goes on to indicate that Apple's product placement is being "covered up" somewhat of late. He cites examples of producers camouflaging the logo with a number of strategically placed cover-ups.

Meanwhile, however, watch Apple's greatest moments in cinema: