These days it has become more rule than exception that big companies and filmmakers close millions worth deals to get a glimpse of their brands in a movie. But Danny Boyle, the director of the eight Oscar winning picture Slumdog Millionaire, found out that it can be the other way around. He had to spend ten thousand of pounds to paint out symbols of Mercedez-Benz and Coca Cola. Both companies were afraid that there brand would be blemished if linked with the slum life. Remarkable is that later on in the movie, when the a Mercedez is parked outside a pompous villa, at once it does not seem necessary anymore to cover the car’s logo.
The Trainspotting director showed his discontent with this powerful words: “We ended up paying tens of thousands of pounds painting out these symbols, which are meant to unite the world, aren’t they?”
Toon Boermans
http://entertainment.timesonline.co.uk
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