“THOR” product placement review Acura: Acura asks us to suspend our knowledge of the United States government’s procurement practices and accept that a government security organization would buy a fleet of Japanese SUVs assembled Canada. The color of the car was correct (black), but its chrome package, size, and overall “soccer mom/suburban realtor” aesthetic does not have the same commanding presence as the standard government SUV. I felt it compromised some of the tone of the film. Not a great effort. C- 7-11: The main issue with the 7-11 is that it was basically the only franchise store in the little town and its jarring orange-n-green color scheme stuck out among its muted, dusty surroundings. It also appeared to be the only operating gas station in town - there was a closed down old-timey one that Natalie Portman’s friend lived in. This could be a product placement, or it could be a critique of the ruthless, faceless inhumanity of shareholder capitalism and how corporations are destroying the character of our communities and enslaving a generation of people (who quietly and honestly served their communities and worked to build small businesses) to absentee rentiers intent on squeezing out every last cent from them. Excellent work. A Southwest Airlines: The only billboard in town. It made no sense. It’s also a bit odd, since this town is in New Mexico. Albuquerque is the only decent sized airport and Southwest has like 3/4 of the flights there. Why would they need to advertise? Is this a critique of anti-competitive behavior in the airline industry? Southwest has been critical of Delta’s position at ATL, but are they not doing the same thing in ABQ? To have this billboard staring you in the face, everyday, reminding you that you have no other choice. Nice work. B+ Airstream: I assume this was a product placement, because making Natalie Portman live in a small, uncomfortable trailer located on a kind of science compound (with at least 2 expensively renovated buildings) makes no sense. It could have been a plot point - Natalie Portman is playing a higher achieving version of the character she was in Garden State, so I guess she needed to live in something “quirky” or “interesting.” Anyway: get a real house. C- Kashi Go-Lean Crunch: This one made some sense in the context of scene, but it was definitely jammed in there. It stuck out a lot and the product placement was too gender normative. Like “look at thin, beautiful Natalie Portman eat this cereal for health-conscious ladies.” It would’ve been more brave to have that beard guy eat it. C Budweiser: They drank beers in a bar that appeared to have been decorated by Anheuser-Busch InBev: a blurry red “bowtie” logo in the background, a blurry cursive neon red “B” in the background. Despite this being the most natural placement, it made me the most mad - we all know how awful this company is. D+

“THOR” product placement review

Acura: Acura asks us to suspend our knowledge of the United States government’s procurement practices and accept that a government security organization would buy a fleet of Japanese SUVs assembled Canada. The color of the car was correct (black), but its chrome package, size, and overall “soccer mom/suburban realtor” aesthetic does not have the same commanding presence as the standard government SUV. I felt it compromised some of the tone of the film. Not a great effort. C-

7-11: The main issue with the 7-11 is that it was basically the only franchise store in the little town and its jarring orange-n-green color scheme stuck out among its muted, dusty surroundings. It also appeared to be the only operating gas station in town - there was a closed down old-timey one that Natalie Portman’s friend lived in. This could be a product placement, or it could be a critique of the ruthless, faceless inhumanity of shareholder capitalism and how corporations are destroying the character of our communities and enslaving a generation of people (who quietly and honestly served their communities and worked to build small businesses) to absentee rentiers intent on squeezing out every last cent from them. Excellent work. A

Southwest Airlines: The only billboard in town. It made no sense. It’s also a bit odd, since this town is in New Mexico. Albuquerque is the only decent sized airport and Southwest has like 3/4 of the flights there. Why would they need to advertise? Is this a critique of anti-competitive behavior in the airline industry? Southwest has been critical of Delta’s position at ATL, but are they not doing the same thing in ABQ? To have this billboard staring you in the face, everyday, reminding you that you have no other choice. Nice work. B+

Airstream: I assume this was a product placement, because making Natalie Portman live in a small, uncomfortable trailer located on a kind of science compound (with at least 2 expensively renovated buildings) makes no sense. It could have been a plot point - Natalie Portman is playing a higher achieving version of the character she was in Garden State, so I guess she needed to live in something “quirky” or “interesting.” Anyway: get a real house. C-

Kashi Go-Lean Crunch: This one made some sense in the context of scene, but it was definitely jammed in there. It stuck out a lot and the product placement was too gender normative. Like “look at thin, beautiful Natalie Portman eat this cereal for health-conscious ladies.” It would’ve been more brave to have that beard guy eat it. C

Budweiser: They drank beers in a bar that appeared to have been decorated by Anheuser-Busch InBev: a blurry red “bowtie” logo in the background, a blurry cursive neon red “B” in the background. Despite this being the most natural placement, it made me the most mad - we all know how awful this company is. D+

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    . when am i gonna go watch it ? ELMO ! want watch it again with me ? HAHAH !
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    THOR ! bby.. myFUTURE-HUSBAND. myFAVE movie 3D...BEST 5STAR MUST SEE MOVIE! HAVE FUN (=...
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