You will be redirected back to your article in seconds

Inside Move: M’max flips lid over beer

Mini major stays true to 'corporate alliance' with Coors

Thanks to the spreading product-placement phenom, one of the co-stars in Miramax’s upcoming Gwyneth Paltrow starrer “A View From the Top” is a bottle of beer. But the brewski’s original label has figuratively ended up on the cutting-room floor.

L.A. visual effects shop Metrolight Studios digitally replaced the original Heineken bottles in several “View From the Top” scenes with bottles of Coors, with which Miramax has a long-term product placement agreement.

“We have a corporate alliance with them,” Miramax product-placement maven Lori Sale noted. “It’s a seven-year relationship that includes things like premiere parties as well as product placements.”

Miramax secured an unspecified annual cash consideration when it struck the corporate agreement with the Denver brewery early last year. And the pact grants Coors the right to nix Miramax’s showing rival beer brands in its movies.

So, in keeping with the spirit of the agreement, Miramax decided to digitally alter its “View,” which had already begun shooting when the pact was struck.

No word on what kind of suds were served at pic’s wrap party.

“View” unspools in wide release on March 21.

More Film

  • 'Coco' Box Office: Pixar Movie Opens

    Box Office: Pixar's 'Coco' Strums $2.3 Million on Tuesday Night

    Thanks to the spreading product-placement phenom, one of the co-stars in Miramax’s upcoming Gwyneth Paltrow starrer “A View From the Top” is a bottle of beer. But the brewski’s original label has figuratively ended up on the cutting-room floor. L.A. visual effects shop Metrolight Studios digitally replaced the original Heineken bottles in several “View From […]

  • Netflix to Make First Colombian Series,

    Netflix to Make its First Original Colombian Series

    Thanks to the spreading product-placement phenom, one of the co-stars in Miramax’s upcoming Gwyneth Paltrow starrer “A View From the Top” is a bottle of beer. But the brewski’s original label has figuratively ended up on the cutting-room floor. L.A. visual effects shop Metrolight Studios digitally replaced the original Heineken bottles in several “View From […]

  • Russell Simmons

    Russell Simmons Accuser Says He Apologized to Her Privately

    Thanks to the spreading product-placement phenom, one of the co-stars in Miramax’s upcoming Gwyneth Paltrow starrer “A View From the Top” is a bottle of beer. But the brewski’s original label has figuratively ended up on the cutting-room floor. L.A. visual effects shop Metrolight Studios digitally replaced the original Heineken bottles in several “View From […]

  • The Last Jedi

    Box Office: 'Star Wars: The Last Jedi' Tracking for Stellar $200 Million Opening Weekend

    Thanks to the spreading product-placement phenom, one of the co-stars in Miramax’s upcoming Gwyneth Paltrow starrer “A View From the Top” is a bottle of beer. But the brewski’s original label has figuratively ended up on the cutting-room floor. L.A. visual effects shop Metrolight Studios digitally replaced the original Heineken bottles in several “View From […]

  • Singapore: Film Project Market Proposes Eclectic

    Singapore Media Festival: Project Market Proposes Eclectic SE Asian Line-Up

    Thanks to the spreading product-placement phenom, one of the co-stars in Miramax’s upcoming Gwyneth Paltrow starrer “A View From the Top” is a bottle of beer. But the brewski’s original label has figuratively ended up on the cutting-room floor. L.A. visual effects shop Metrolight Studios digitally replaced the original Heineken bottles in several “View From […]

  • Dominique Farrugia Exits EuropaCorp, Joins StudioCanal

    Dominique Farrugia Exits EuropaCorp, Joins StudioCanal

    Thanks to the spreading product-placement phenom, one of the co-stars in Miramax’s upcoming Gwyneth Paltrow starrer “A View From the Top” is a bottle of beer. But the brewski’s original label has figuratively ended up on the cutting-room floor. L.A. visual effects shop Metrolight Studios digitally replaced the original Heineken bottles in several “View From […]

  • 'Virus Tropical' Review: Insubstantial Coming Of

    Film Review: 'Virus Tropical'

    Thanks to the spreading product-placement phenom, one of the co-stars in Miramax’s upcoming Gwyneth Paltrow starrer “A View From the Top” is a bottle of beer. But the brewski’s original label has figuratively ended up on the cutting-room floor. L.A. visual effects shop Metrolight Studios digitally replaced the original Heineken bottles in several “View From […]

More From Our Brands

Access exclusive content