May 14th, 2012

What to expect when you’re exploiting

New York Post

In a scene from Jennifer Lopez’s newest movie, “What To Expect When You’re Expecting,” her character gazes ruefully at a pregnant couple returning home from the store. They’re carrying buckets of paint to decorate their nursery. The shot lingers — so you get a good, long look at the Glidden label on the paint cans.

Fast-forward to another scene, and the character played by Elizabeth Banks arrives at an upscale trade convention for baby products where one of the booths is run by . . . Glidden Paints. Blink and you won’t miss this particular plug.

Inspired by the best-selling pregnancy manual of the same name, Friday’s “What To Expect” turned into a “product placement bonanza,” according to one Hollywood insider who worked on the set last summer. California Pizza Kitchen, Carter’s, Jansport, Playtex, Delta Air Lines and Britax all join Glidden in the great baby brand-off.

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