Steven Spielberg

How M&M’s turned down one of the most iconic Hollywood placement deals of all time

How product placement can help launch a new food brand
Back in 1982, Steven Spielberg was not yet a household name. When the confectionery brand M&M’s was approached to appear in his film ‘E.T the Extra-Terrestrial’ – the company was not sure they wanted to be associated with an alien.  Stacy Jones is CEO of 'Hollywood Branded' in Los Angeles - an agency which acts as the middleman between food companies and all the people involved in making films. She tells Emily Thomas how another confectionery brand - Reese’s Pieces - stepped into that role in what has since become one of the most famous and lucrative food product placements of all time.

(Photo: Wax figure of E.T at Madame Tussauds, Credit: Getty Images)
Clockwise from top left: Danny Boyle, Daniel Craig in Skyfall, Roger Michell, Quentin Tarantino, Steven Spielberg

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