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A Day In The Mind Of Ratner!! The New BEVERLY HILLS COP Movie!! Product Placement!! And More!!
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...
"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?"
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it was shittier than most shit on t.v.
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Stay busy on that for awhile.. take your time. Everything else will be safe.
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WAY too highly. Just look up the first statements and releases describing the intent of his "Brett Ratner Brands" or whatever they call it. Totally arrogant and pompous. Apparently, HE'S the one that made X-Men such a global hit. Because he was so smart, in case you didn't know.
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he went to my school beach high where he used to go and a friend of mine asked him a question in front of the entire auditorium...well less question, more grill about how he stole the entire idea and script for money talks and put his name on it. He blushed and didnt know what to say and the questionare (my friend) was quickly pushed aside and unable to ask anything else. My friend upset started yelling to answer the truth and they shut it all down. True story.
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http://www.bloody-disgusting.com/news/17478
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Sep 25, 2009 9:41:47 AM CDT
Slashfilm has Iron Man 2 footage, Frost and Pegg in Paul...
by juansanchez
it's the real news site.
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Lots of news out there.
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Of course she will sign onto Scream 4... when was the last thing you saw her in? Hell, has she even worked since the late 90s? I still remember seeing Wild Things... it was a mistake seeing that in the theaters... shoulda waited till I was at home by myself!!!
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star in any piece of shit and it would make $150m. Hopefully the last two bombs will convince him to do something non-family orientated or just give up. And I don't mind either way. because other than Bowfinger (which he is brilliant in), he hasn't made a decent flick since Coming to America. 21 years ago!
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and break stories before AICN.
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Like, only in the dark?
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This guy has been passed over too many times
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Ratner is such a scum-sucking bottom-feeder, it's really beyond funny. A guy like Clint Eastwood looks at Ratner and thinks "What a bag of dicks." Merrick, thanks for the article because it points out what's wrong with the movie-making business. Now I want to punch a nun...
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i actually dont mind him at all. i dont know why he keeps doing family fare but whatever. i still think he has a couple of action/serious movies left in him. his ike turner/james brown take on Dreamgirls was very decent.
now... where's Golden Child 2: Platinum Child? -
.. but I will blame him anyway for ruining "The Haunted Mansion". That was so mishandled and ill conceived. It should have been as big as POTC. What a waste of a cool property. Kinda sad.
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http://www.youtube.com/watch?v=F4wh_mc8hRE
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..says everything best.
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Not so much Heiniken and Pabst Blue Ribbon in Blue Velvet:)
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http://www.youtube.com/watch?v=bDDCRe_QzuM
Feel better? I knew you would. -
Eddie Murphy and... Eddie Murphy! It's Beverly Hills Cop 4: The Klumps! "I ain't fallin' for no banana in mah tailpipe!" "That ain't all I got in my tailpipe, junior!" Axel Foley is BACK! And He's teaming up with Sherman Klump to set things right once and for all! "Is this the gentleman who ruined the buffet at the Harrow club this morning?" "Oh, that's my Sherman alright!" "Mama, now, just a minute..." "Oh, he just sees those little belgian waffles and he goes BERSERK!" "Mama, please!" "OH, SHERMAN SHERMAN SHERMAN!" Bad guys beware! Buffets beware! It's Beverly Hills Cop 4: The Klumps! "Mr. Achmed Foley! Jou are back! And who is your beeg friend!?" "Serge, this is is Sherman. Sherman, don't let this man pull your finger, he yanks one thing, no tellin' where that'll lead." "OH! Jou are SO NAUGHTY!" Releasing Soon, in a theater near you!
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Sep 25, 2009 10:25:51 AM CDT
URGH! THERE ARE RATNERS IN THE CINEMA!
by isleptwithkathybatesandallthatigotwasthi
Call the exterminators!
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John Ashton is brought back to play Taggart. The last film was SORELY missing the presence of his "straight-man, gruff guy" persona and it REALLY hurt the overall tone of the film and chemistry between Axel and Billy. If Paramount doesn't get this right by bringing bak Ashton, this movie will blow just as badly as the last disaster.
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Oh, son of a bitch. There were long FAAAARTs after all of those dialogue bits in the preceding post, but apparently Talkback doesn't print anything contained in arrows. So much for that!
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Sep 25, 2009 10:29:08 AM CDT
he should worry more about where he's going to place
by ikickassforthelord
Billy Rosewood and Taggert next to Murphy so they all look awesome
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..fucked us over with X3, Ratner?(better than Stalkerman Returns which aint saying much.)The Ratner who had Roman "the child rapist" Polanski in a cameo for RH3? The same Ratner for the shitfest that was Red Dragon?Fucking pass by default.
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..he comes out with shit like Norbit and even worse..meet dave.That latter makes pluto nash look like Trading Places in comparison.He needs to do another standup, it works wonders for chris rock yanno.
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Since this site seems to be getting pretty slow and lazy with new news, I stumbled across screenrant.com and found some cool news/footage from IM2. It links a video to Entertainment Tonight that shows some pretty cool stuff.
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Spot on. Let's just hope he's smart enough to bring back Taggart...
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Symptomatic of the shitty mess Hollywood is in.
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I liked the first two Rush Hours. I liked Red Dragon - it was competent. X3 was disappointing, but better than Wolverine & Superman Returns. People sure like to beat up on Brett, but I just don't think he's that awful. The first two Rush Hours indicate that he would probably be a perfect choice for doing a Beverly Hills sequel. How much worse than B.H.C.III could it be?
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The first link I hit to this story took me to a page from I don't know how long ago still talking about BHC4 being rated PG.
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might as well keep the classic character alive and bring back the Nova "Can you put this in a good spot? 'Cause all of this shit happened the last time I parked here"
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...hearing Brett Ratner speak.
Actually, I kid. Like lochray, I don't hate the guy, and he does have a point. Product placement can actually make the movie seem more realistic if it's done properly. Someone drinking a made-up soft drink or medicine can take you out of a movie just as fast as being hit over the head with a product. Wayne's World probably addressed the issue best. -
...couldn't make me feel any more queasy about his role as an "artist," but this just makes me want to projectile vomit. FUCKING HACK, CRIMINY! I really like Eddie Murphy. When he's firing on all cylinders, like in Bowfinger, or 48 HRS., or the first BHC, he's aces. But this whole BHC4 sequel idea just keeps getting more and more repellant. Oy, I need to go lay down...
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In reality he's a good guy, and very supportive of young screenwriters. Yeah i'm bias but fuck you all. Keep making money Rat.
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College kids and teens were babies when the original movies came out, so they don't give a fuck about Beverly Hills Cop, at least one starring Eddie Murphy. What the studio should do is remake this starring an up and coming black actor that can connect with kids, like Nick Cannon. That's what I would do as a studio exec. Now as a movie fan, I wouldn't fucking watch a sequel, remake, or anything having to do with this franchise which should be left alone.
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these movies, regardless of how realistic they are, are supposed to be taking place in real life. so of course showing real products makes sense. product placement doesnt take me out of a movie, seeing a fake no name version of that product does.
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that we're not going to fall for the banana in the tailpipe. And when Bronson Pinchot gets done cleaning your pool please send him over to the casting office to sign the proper papers. Thanks, babe.
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.....is helming it.
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Hmm...Let's see 1)Get some more residuals for some horseshit movie I directed - CHECK 2)Gain 12 lbs - CHECK 3)Get fucked in the ass by Sam Worthington - CHECK 4)Do an entire 8-ball while taking a shit - CHECK 5)Eat a stick of butter - CHECK 6) Pass out by my infinity pool - CHECK
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I'm more than happy to see him tied up in this kind of worthless shit. Hell, he could make a spinoff movie from Golden Child about the dancing Pepsi can for all I care. Just keep him busy so he doesn't wander over and track his fucking dirt all over my nice clean rug again!
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That's what you would do if you were a studio exec? Cast Nick Cannon, some "kid's can relate to".
Sounds like you'd fit right in. Start submitting your resume to studios. -
and i miss axel folie.so bring it on i say,even with the Rat on the helmet.
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about product placement in a show.check it.
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This guy ain't a filmmaker. He's a hack ad man pimping crap nobody needs. And what's sad is the sheeple here trying to justify product placement. Movies suck today due to over-marketing and being treated like products, or "brands" in the hack vernacular of the day. Imagine directors from the past talking about how they can make a car ad more organic to the story. Here's a life lesson: when somebody starts talking to you about their "brand" -- you know you are indeed talking to a soulless douchebag. Caveat emptor.
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It's astounding. This guy was the best. He was one of the funniest entertainers ever. As a stand-up, he has the perfect set in 'Delirious' He's made a ton of cash doing both quality and crap projects (Mostly crap) I thought 'Dreamgirls' was going to be his return to respectability. Then, he just reverts back to making really bad family films. Now, I know he's been through a few divorces, but he's still mega-rich. This is a pivotal time in his career. He should take a flyer on a good edgy comedy, like he did with Bowfinger. Sure, that didn't make a ton, but it helped his career in the sense that it reminded people that this guy is still a major talent. If he started doing one for them and one for himself, it might save his cinematic legacy.
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and how it affects there immersion into a movie. You do realized you are constantly bombarded with brands in real life don't you?
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directors should be worried about their stories more than their product placement. Still it helps pay for the bills and keeps budgets cheaper.
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in the movie,remixed as rnb rap,hip hop or something atrocious like that.
I hope they use Deadmouse or Tiesto or someone like them,to make a great remix of this awesome movie theme.or they can just put the crazy frog remix. -
MONEY TALKS is credited to some of the writers of TOY STORY, not Ratner. He didn't put his name on it and there was no way for him to steal the idea because he was a hired director. He wasn't even the original director - I remember reading that Chris Tucker had the first one replaced because he wouldn't let him improvise. I mean I'm all for sticking it to the man and all but your buddy was making shit up. I hope he gave a retraction at the next assembly or pep rally.
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Sep 25, 2009 1:45:10 PM CDT
"constantly bombarded with brands in real life don't you?"
by christian66
Yes, but that don't make it wonderful. And I don't have to pay money to go into a theater so I can be further "bombarded." You think that's good? You sound like a marketing guy. And product placement is extremely un-immersive when shots are being framed to include said products. I'm assuming you're young and you think this is the proper way of the world. That means you've been brainwashed by the Mad Men. WAKE UP.
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There is a right way and wrong way to place products in a movie. You want to give every filmmaker a free pass because it's a fact of life? Hell no! Take a look at The Island with Ewan and Scarlet. The X-Box, Aquafina, MSN and Cadillac are excessive, completely unnecessary and offensive to the viewer. I walked out of that film after the Cadillac ad in the garage with his clone. That is how to do it wrong and offend your audience.
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I was just thinking about Wayne's World as well - the only time when the product placement, albeit hitting us over the head, belonged in a movie. :)
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on a table with its distinctive design and reads COLA or if it reads COKE. Or when older films featured the unique screen shape of a Sony television but named the tv Soby with an obvious nameplate change. As its been stated there are good natural ways to display brand names, and there are obvious blatant ways (looking at you Michael Bay).
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I dont know the truth but either way, it felt good watching Ratner squirm for those few seconds.
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After the movie, let's get some CARNATION ICE CREAM!
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Sep 25, 2009 4:17:12 PM CDT
Worst recent product plug; McDonald's in The Day The Earth Stood
by nasty in the pasty
Klaatu/Keanu has to meet this other alien dude, he's wanted by the government, and he decides to meet him...at a McDonald's?! Even worse, the cut from the car to inside the "restaurant" begins on a GIANT CLOSEUP of someone holding a cup of McCafe[tm]. Worst use of Mickey D's in a movie since Mac & Me.
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FIX THE FUCKING SITE, HARRY!
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Why should he sell out now? Oh wait, I remember....because the Eddie Murphy himself sold out a long time ago. Sadness.
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Sep 25, 2009 6:28:55 PM CDT
"Still, considering the overall quality of Ratner's films, the k
by everyonesreimagining_or_er
Oh whatever man. His style is perfect for a Beverly Hills re-up! Are you freaking kidding me? Perfect! I can see it now...
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Well, there was a gigantic Product-Placement-Amount in Transformers(General Motors, to name it), but it didn't affect the Story in any harmful way(not to mention, that Transformers started as an Product-Placement-Cartoonseries, to boost the sales of the now quite popular Toys).
However, I really don't care that much about PP in BHC3, as long, as the Story goes well.
I'd be more concerned of the Camera-Methods, if they might use 3D or not. -
Axel Foley after he's turned into a snobby Beverly Hills detective. He's moved out there from Detroit, hustled some money, invested it and is now kinda wealthy, although not stinking rich. He could sorta be like Taggart and Billy from the early BHC flicks, in that he wears a nice suit to work and plays by the rules now. He's lost his way and must get back to the out of control smooth talker he was in the 80's, with the help of an idealistic young cop who transfers to LA from Detroit's undercover division.It should be an action/comedy where the action is good enough so that if there wasn't comedy it could still be classified as an action flick. Still make it funny but make the story a little deeper and profound thematically than it's been in the past.Murphy can act and this approach would be different from the last three. Oh, and keep Paul Reiser's character too. Maybe he's moved out and settled in Cali as well?
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Sep 26, 2009 9:12:25 PM CDT
Axel Foley should drive a new DODGE CHALLENGER in BHC4
by gibsonusa returns
That works the best.
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Yes, I am actually sticking to the topic of the article.
As a BHC fan, the Dodge Challenger is the most Axel. Why?
1. It's a badass looking ride.
2. It's throwback, just like BHC.
3. It's a bigass coupe, matches Axel's personality.
4. It's American. Axel's from Detroit.
5. It's base model price is only around $22,000...something Axel can get his hands on.
Don't go with Mustang...its not as Axel. -
It's a guarenteed goldmine
Also, the product placement should include Axel Foley catching a Brett Fatner film on TV and laughing his special laugh. -
and Axel's partner is a talking pie. Ratner you've done it again.*cue Happy Days theme*
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most blaring product placement I can remember
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