I’m a Mac and Drag Me to Hell
I did not include Drag Me to Hell in the recent rundown of current and upcoming Apple product placements because I did not have an image from the film. But from the reviews coming in, Apple’s role sounds significant:
“blatant Apple product placement whenever Justin Long was on screen…”
“The movie also includes a ridiculous amount of Apple product placement;”
” Instead you get lots of Apple product placement”
It seems as tough Macs and iPhones figure as Alison Lohman’s tech of choice.
Justin Long, Apple commercials “I’m a Mac” actor, appears prominantly in the film as Lohman’s friend. Now, the prop masters and product placement people working on the film had to be aware of irony of all of the Apple products in a Justin Long film. (Especially this being a Sam Raimi film.) But at the same time, doesn’t this kind of thing, such an in-joke, run the risk of pulling an audience out of their suspensions of disbelief?
Probably not. For an upcoming larger piece I;m working on about Apple product placement Easter eggs (such as in Watchmen and Bolt), those I spoke with (such as Cult of Mac’s Leander Kahney) and the overwhelming opinion is that any Apple inside jokes only serve to reinforce Apple’s standing with its hard core following (a necessity as Apple moves closer and closer to being a mass market dominant player).