Product placement in pictures: Chronicle
Chronicle is a 2012 science fiction movie that represents one of the finest movies from the “found footage” subgenre. The definition of found footage from Wikipedia states that “found footage is a genre of film making, especially horror, in which all or a substantial part of a film is presented as discovered film or video recordings, often left behind by missing or dead protagonists.”
Probably the most famous found footage movies from the last decade or so are The Blair Witch Project, Paranormal Activity, [REC], Cloverfield and now Chronicle.
The common denominator for found footage movies is that they are shot on a relatively small budget and Chronicle in not an exception. Well, not really. According to Box Office Mojo it was shot for a $12m, but grossed $124m worldwide, which is not a bad return ;)
Chronicle plot follows three Seattle high-school seniors who form a close bond after receiving telekinetic abilities from an unknown object. The group uses its abilities
for some naughtiness and personal gain until one of them begins to use them for darker purposes.
Nevertheless Chronicle was no exception when it comes to product placement, too. Brand Channel found 18 brands in the movie, although only one really stood out.
The Pringles product placement occured while the guys hang out at school and one of them shows the other two the latest trick: he shoots Pringles potato chips out of the can and into his mouth in an almost cartoonish way. He then washes the chips down with a Pepsi.
Here you can see Steve eating Pringles with the little help of telekinesis:
I couldn’t find any confirmation that Pringles’ placement was paid, but it kind of looks like it could have been. But that doesn’t change the fact that it’s a good and nicely positioned placement. It thought it was kind of funny, too.
I’ve also found an interesting assessment of Pringles’ product placement from the-apex-predator, who stated on his/her Tumblr profile:
“I just went to see Chronicle and they were all drinking Pepsi Max and eating Pringles. Not only is that excellent product placement, it also helped to make the movie more real because that is the legitimate thing that an American teenager would eat, not some shitty secondhand generic brand from ShopRite.”
What do you think: was Pringles’ product placement “natural” or forced?
Some other movies from the ‘Product placement in pictures’ series: