Whirring by The Joy Formidable off of The Big Roar.
The Article: Riding Israel: A Tragicomedy by Marwan Bishara in Al-Jazeera.
The Text: The film “Mission Impossible 4” opened in US theatres in recent weeks, starring BMW, Apple and Tom Cruise. A two-hour-long commercial on steroids.
If you are unfamiliar with it, Paid Product Placement (PPP) is a big thing in the movie industry.
This is how it works: Hollywood places in its movies certain watches, cars or a laptop brands; preferably worn by George Clooney, driven by Angelina Jolie or placed in front of Meg Ryan. In “The Transformers”, for example, GM’s Cameros lead with Megan Fox.
PPP is indirect marketing that targets oblivious movie viewers, gender notwithstanding, Catherine Banning or Will Smith could be drinking Pepsi.
The spirit and soul of a movie are sometimes compromised when its script and shooting are shaped by commercial, rather than artistic, considerations.
PPP allows for extra budgets to produce costlier gimmicks that, in turn, bring more profit. “Mission Impossible”, for example, has reaped $75m in the first 10 days at the box office.
The same logic seems to apply to politics. PPP is one way to understand the sudden surge of Israel-schmoozing and Palestine abusing ahead of the US election.