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

  • Korea’s CJ to Finance, Distribute 25

    Korea’s CJ to Finance, Distribute 25 Turkish Films by 2019

    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 […]

  • 'Spiral' Review: A Look at the

    Film Review: 'Spiral'

    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 […]

  • Benicio Del Toro and Josh Brolin

    Film Review: 'Sicario: Day of the Soldado'

    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 […]

  • Universal Launches Direct Distribution in Hong

    Universal Starts Direct Distribution in Hong Kong, Appoints Anita Cheung

    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 […]

  • Jane Fonda

    Film News Roundup: Jane Fonda to Receive Lifetime Achievement Award at Michael Moore's Festival

    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 […]

  • Kobe Bryant Barred From Film Academy

    Oscar Winner Kobe Bryant Barred Entry Into Film Academy

    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 […]

  • Producer Jennifer Todd Beats Jason Blum

    Producer Jennifer Todd Beats Out Jason Blum in Academy Governors Runoff Election

    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