When a name flashes onto the screen during a key moment it feels a bit like while you're being mugged. You're gripped to the morphing violence when — BAM — a careening spaceship spills an international beer brand everywhere.
Despite littering its robot action in 2014's Transformers: Age of Extinction with more brands than a mall, Paramount Pictures is being sued by a Chinese tourism company for $27.7 million (¥180 million) for not having displayed its logo. The case is being heard now.
State-backed resort company Wulong Karst Tourism has accused the studio of failing to fulfill their $750,000 contract signed in 2013. The deal was that Chinese characters saying “China Wulong” would be visible in a shot, advertising the film's scenic location to prospective tourists in China — albeit without brawling Autobots and Decepticons.
Parts of the movie were shot in the company's Wulong Karst National Park. The area in Chongqing is renowned for its sweeping limestone cliffs and dramatic forested gorges. It is also part of a UNESCO World Heritage Site: Perfect for a robot show-down.
The defendants have admitted that the logo didn't make the final cut, but thought they had made up for it at least in-part by other steps. These included: Director Michael Bay appearing in an advertisement for the park, as well as leaving behind sets and props that could be used as tourist attractions.
While filming in Asia the team faced other difficulties. While on-set in in Hong Kong in October 2013, Bay and several crew-members were attacked by a man on drugs wielding an air-conditioning unit, according to THR. The assailant swung the object at Bay's head, but he ducked and wrestled the unit away. The man was arrested. Now that I would like to see on the big screen.
Worst Product Placement Award
With 55 distinct brands in the movie, you'd have thought it wouldn't be robot science to shove another one in. The pile of logos won two prizes from film product trackers. In 2014 Brandcameo awarded Age of Extinction the year's Award for Achievement in Product Placement in a Single Film, as well as the Award for Worst Product Placement.
55! That's more items than I buy in a month. The shopping list included: Bud Light, Beats, Coca-Cola, Gucci, Red Bull, and Victoria's Secret. However, Age of Extinction had nothing on 2011's Transformers: Dark of the Moon — which clocked up a massive total of 71!
This was not the first time Bay won the film products' Golden Raspberry award equivalent — he had previously claimed the title for the comedy crime movie also starring Mark Wahlberg called Pain & Gain in 2013, with 39 brands.
Can You Name Any More Brands In Transformers: Age of Extinction?