Dom shares its sentiment for family and coming together. That means more than money to them, and that says a lot. Seven movies and sixteen years later, both Fast & Furious and Corona are still representing that sentiment of family. The creators have said that Corona is representative of the spirit they designed for the film and the characters. Dom’s ‘family’ in the films is made up of multicultural men and women, exactly the scene he would see when walking his neighborhood and taking in the groups of people hanging out together. And Corona was an iconic Southern California beer. The story of The Fast and the Furious was envisioned as an LA saga, according to director/producer Rob Cohen. Those kids also happened to be drinking Corona. When writer Gary Scott Thompson was working on the script, there were a group of kids that hung out nearby doing essentially what he was telling a story about – taking their cars apart and putting them back together. I bet you didn’t expect the intrigue to only grow once you’ve had the answer, did you? The relationship between The Fast & Furious and Corona costs, in fact, nothing. What’s the deal with Domenic Toretto and his love affair for Corona? Knowing now what the typical contract looks like for product placement in terms of dollar signs (cue music from ‘The More You Know’), being the beer of choice for the main character in an 8-film, multi-billion-dollar franchise must cost a fortune. We know why you’re all here, and truth be told, the question is one that we’ve had ever since the first Fast & Furious graced our television. “I have money, it’s trust and character I need around me.”Įnough about money. See? Numbers are always more interesting with a dollar sign in front of them. Instead, the pair crafted a deal where they spent $1million to market the film alongside their product. For example, Hershey didn’t pay anything for E.T. But there are always exemptions to the rule. Meanwhile, a TV spot averages around $350k. Full-series contracts are known to go as high as $50million. On average, product placement deals for feature films run a given brand anywhere from $3-5million. “For those 10 seconds or less, I’m free.” And the Fast & Furious is not the only franchise (or films in general) to do something more. This more simplistic style is not the only way to do it. If the main character is drinking a soda in the opening scene, now they’re drinking this soda. In most cases, a production company will list out the brands contracted for use before shooting starts. It’s always helpful knowing how much money they can count on before getting started. Not to mention it takes a bit of stress off the producers’ backs. It’s been a part of funding for decades, and is in many ways essential to production. Audiences are aware of product placement. This line is said in the very first entry in the Fast & Furious franchise ( The Fast and the Furious), and has become a part of the canon ever since. “You can have any brew you want,” Dom says, handing the beer to Brian. One of the two men addresses a partygoer before returning with a bottle. Nearly two dozen men and women are dancing and laughing and otherwise enjoying themselves in a familiar place. Inside, the scene stands in stark contrast to the journey that’s brought them to this point. Their hearts are still catching up, beating in rhythm with the music emanating from the house in front of them. The sirens are far off now, no more than a faded memory lost to the streets of Los Angeles.
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