MovieChat Forums > Passion (2013) Discussion > Was this funded by Apple?

Was this funded by Apple?


I haven't seen such blatant product placement in a while. It looks like they contracted for the Apple logo to be featured in the foreground every time a computer appears.

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Well, "Red Dawn" is a $65 million dollar Subway commercial.

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For some reason, people in movies always seem to use Apple computers, whereas in reality almost nobody does; all their money comes from Ipods and Ipads and such these days. Their laptops and desktops are a really small fraction of computers sold anymore. I don't get it either, but it's not just this film.

-There is no such word as "alot."

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Artists can incorporate branding into their work for reasons other than advertising, you know. Just look at Andy Warhol. Perhaps De Palma wanted to convey something with the use of the Apple logo. Technology is an obvious motif in the film, you might have noticed. The film opens and closes on the logo. It sets the tone for the rest of the film, in which technology is used for many different purposes and plays a central role in the progression of the story.

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Technology - yes. Branding is a different beast altogether.

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They were working in marketing where everyone uses Macs, so it kind of made sense. Also I read that Apple don't pay for product placement; they only supply the equipment.

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I've worked in advertising for over a decade now and we've pretty much always used apple computers from CEOs to studio designers.

The apple products is probably the only thing about this more that is close to reality... The rest is garbage.

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It certainly was not Microsoft.

It's that man again!!

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From my understanding, Apple pays a lot to the cinema industry so that's the Reason we see their product a lot in movies.

For a rare time, the placement was useful for the movie, as PatrickGH951 said.

The coke machine she smashed with her car was another very obvious and funny product placement.

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I suppose you could always make the case that De Palma is using the symbolism that goes with apples, but I don’t know if temptation is a particular theme in this film...actually it probably is. There’s also an image of Medusa’s head on the cell wall, so that means snakes!

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