The premise of the Limitless is quite interesting: what would happen if you’d take a drug (called NZT) that enhances the brain power and allows the person to use 100% of his mind. While the idea offers countless opportunities, the filmmakers created a mediocre movie that is full of plot holes and doesn’t leave viewers fully satisfied.
Fortunately, producers didn’t put too much products and brands in the movie that had limitless opportunities for product placement.
The absolute scene stealer was Maserati‘s product placement that occurred during Eddie’s (Bradley Cooper) first days on NZT drug. Even though Maserati had absolutely nothing to do with the plot, product placement specialist achieved something remarkable: the car and its logo were visible for around 30 seconds in a wild-driving-on-narrow-streets scene.
The Hollywood Reporter described Maserati’s product placement as “guerrilla style effort” because the company hadn’t paid for placement, they just provided the car. According to the magazine no money changed hands in the deal and Maserati spent less than $10,000 on the project; with most of that sum going toward shipping costs and payment for a company technician who was on location for the one-day shoot.
In my opinion that wasn’t a guerrilla product placement, it was just a very creative and efficient use of limited screen time. Kudos to Maserati and everyone involved in the deal.
Here are some other products that can be seen in Limitless:
Two Men and a Truck