The numerous Apple Macbook product placements in this week's new #1 film, Diary of a Wimpy Kid: Rodrick Rules, are especially noteworthy since it's clear the filmmakers went to pains to avoid showing other brands.

Instead of identifiable real brands, the producers inserted generic products like "Creamy" brand peanut butter and "Ice Up" soft drinks.

In fact, the prominence of Apple's roles in Wimpy Kid 2 make the brand's claims about not paying for product placement increasingly difficult to believe. The person who might know? Peter Cummings, the film's credited product placement coordinator, who evidently spent a great deal of time "placing" one major brand — Apple.Continue reading...

The two films vying for the top spot this weekend have more in common than it appears. One is about a teen boy and the other is targeted at teen boys.

Indeed, it's not hard to image Greg Heffley, protagonist of the sequel Diary of a Wimpy Kid: Rodrick Rules, being extremely amped up to see Sucker Punch, starring a harem of young starlets in a plot that appears to involve shooting guns while wearing as little clothing as possible. (Or as little as will still allow for a PG-13 rating).Continue reading...