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One of the main criticisms I’m hearing about The Internship is that it’s all one big advertisement for Google with little else of substance. This isn’t surprising, but it is very disappointing. When you have a movie with such prominent brand-integration it should go beyond the idea of product placement. The Internship shouldn’t be set at Google because they worked a deal with that company, whether financially beneficial to either side or not.  The Internship ought to be set at Google only because its story couldn’t be about or set at any another company than Google any more than The Social Network could have changed the name of Facebook in its script or a Steve Jobs biopic could rename the company he started. Of course, those two examples are true stories. But either would still be stronger for their relevance to the era and to what their stories are ultimately about even if they weren’t based on real events. It helps that Facebook is more than a brand now. And so is Apple. And so is Google. The fact that people groan when they see Peter Parker use Bing, an obvious product placement, rather than the more widely accepted Google search engine proves that we don’t think of the company the same way we think of Reese’s Pieces or whatever random car manufacturer is willing to spend the money for a close-up. I haven’t seen The Internship yet, so I can’t speak to how much the story is dependent on that […]

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published: 04.16.2014
published: 04.16.2014
published: 04.16.2014
published: 04.14.2014

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