Ben Stiller is Walter Mitty, a negative assets manager in the photography department at Life magazine who frequently daydreams of fantastic adventures, and has a crush on his coworker Cheryl. When his job (and jobs of many of his colleagues) is threatened, Walter takes action and goes on a global journey to save his job and tries to get the girl.
Stiller’s version of The Secret Life of Walter Mitty is actually a second film adaptation of James Thurber’s 1939 short story of the same name.
To be honest I didn’t like the movie, especially its over-simplified story. I also have to admit that I only watched it because of reports on Twitter that it includes huge amount of product placement.
Were these tweets and reports accurate?
I don’t have problem with product placement if it’s integrated in the story and if the movie is interesting. But it the case of Walter Mitty it was kind of annoying.
Let’s check the majority of brands that got exposure in The Secret Life of Walter Mitty.
Life magazine is a former American magazine with a strong emphasis on photography. The movie shows its transition from printed edition to an online presence only.
eHarmony is an online dating website designed specifically to match single men and women with each other for long-term relationships. It received enormous exposure in the movie.
Cinnabon is a chain of American baked goods stores and kiosks, normally found in areas with high pedestrian traffic such as malls and airports.
According to their website CareerBuilder is the largest online job site in the U.S.
The verdict: average story with some simplistic issues. James Berardinelli wrote in his review, that films of this sort may have worked well in a “simpler” era. Product placement? Nothing to write home about.