Date: 14-20 Nov Studio: New Line

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Date: 14-20 Nov
Studio: New Line
Weekend gross: US$26.3 M
Featured brands: ALDO, Apple, Barbie, Bob the Builder, Chanel, Clinique, Coca-Cola, Dasani, Duane Reade, Estée Lauder, Etch A Sketch, FedEx, First Act, Gimbel's, Greyhound, Hershey's, Hot Wheels, Huf, Kangol, Kodak, Lite-Brite, Louisville Slugger, Macy's, McDonald's, Mercedes, Monopoly, Mr. Potato Head, New York Jets, Nike, NY1, Pop-Tarts, Powerpuff Girls, Ray's Pizza, Rockem Sockem Robots, Sesame Street, Tamiflu, Tiffany & Co., Toll House, Tonka, WB Mason, Wonderbra

Comments: Elf both asks and answers the question: How many brands would one see just walking around the streets of New York? Additionally, the film provides the best placement opportunities for toy brands since Toy Story 2, a film that also featured Etch A Sketch (and reportedly increased sales by 4,500 percent). There’s a “subtle” Coca-Cola placement in which our hero chugs an entire two-liter bottle in one take. Also notable is department store Gimbels’ prominent feature role. Too bad it went out of business in 1987.

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How to Lose a Guy in 10 Days
Date: 7-13 Feb
Studio: Paramount
Weekend gross: US$23.8 M

Featured brands: 1-800-Flowers, Advil, American Express, Apple, Balance, BCBG, Blimpie, BMW, Botox, Budweiser, Bulgari, Burberry, Carefree, Carmine's, CBGB, CBS, Chock Full O’Nuts, Coca-Cola, Columbia University, Continental, D'Agostino, Dentyne, Diesel, Dom Perignon, Dove, Dreyfus, Duke University, Estée Lauder, Excedrin, Foot Locker, Fred Perry, Gary Fisher, GMC, GNC, Harry Winston, Helmut Lang, HJC, Honda, HotJobs, HSBC, In Style, Krispy Kreme, Lincoln, Madame Tussauds, Madison Square Garden, Massengill, Merriam-Webster, Michelob, New York Knicks, New York Life, Nike, Pedigree, People, Philips, Playtex, Poppa Corn, Powerade, Prada, Puma, Revlon, Roget's, Russell Athletics, Shoei, Skyy, Starbucks, Stila, Suave, Tanqueray, Triumph, Vagisil, Verizon, Vogue, Weddings, Wilson, Wise, Woman's World
Comments: He works for an ad agency; she works for a women’s magazine. A product placement wet dream. The worst offender is Budweiser. How many publishing and advertising execs drink nothing but Bud? None we know.
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