A lot of people see ‘product placement’ as a dirty term, where faceless advertising companies diminish all artistic merit from film and instead use them as advertisements to hawk their branded wares to the public. We’ve all seen it; sometimes it can be subtle and sometimes blatant, like Nintendo’s promotion in the 1989 film The Wizard, which created my lifelong unfulfilled need for a Power Glove. I never knew one kid who actually owned a Power Glove, but the idea that out there somewhere a child sat at Christmas of 1989 and unwrapped a brand new one still gives me a slight pang of jealousy. This probably says more about my own stilted emotional growth, but I like to think it shows how intoxicating product placement can actually be. Brands and products are shown in movies in such an awe-inspiring and positive light that it’s only natural that we want in on them too, especially as children. On the surface, product placement appears to be a modern invention created by cynical advertising companies attempting to covertly reach our consumer driven society, but it’s really been here for a long, long time.