Merrick here...

Brett Ratner spoke at an Advertising Week event in New York yesterday, where he revealed his new BEVERLY HILLS COP movie was a "high priority" for Paramount. At this time, I doubt any reality exists in which an Eddie Murphy movie is considered a "high priority" - but what do I know?

Ratner...whose consulting firm Brett Ratner Brands (details a href="http://brettratnernewsblog.blogspot.com/2008/05/introducting-brett-ratner-brands.html" target=parent>HERE) deals with issues like how best to connect the dots between product placement/branding and various entertainment platforms (films, video games, etc.)...also discussed the challenges of making sure Eddie Murphy drives the right kind of car in the new BHC film.

Rather than doing a deal with a car maker and trying to force its product into the story, Ratner said the process must work the other way around.

"What are my needs for the story?" he explained in describing his search for an organic solution. "What car do I need that can become a character in the movie?"

...says Ratner per THIS write-up in Hollywood Reporter. Ratner goes on to discuss why soda bottles should be viewed as "...a character embedded in the story".

I totally get what he's saying, and I actually agree with him. Shrewd product placement often has the opposite of its intended effect on me. I.e. if I'm hit over the head by the awkward appearance of recognizable brands/logos on-screen, I sometimes shy away from those products because I resent their crassness/crashing my immersion in a movie. Such prejudice does not encompass branding/product placement appearing in either BLADE RUNNER or A CHRISTMAS STORY.

Still, considering the overall quality of Ratner's films, the kind of car Eddie drives is the last thing Brett should be worried about...