In your face
John Patrick Pullen
Movie buffs can still see it in their minds. An oddly shaped hand emerges from the darkness. Its long, narrow fingers reach for a piece of candy on the ground. Slowly and gently, the alien picks it up. The hand disappears from sight, and then you hear that distinctive crunch. E. T. the Extra-Terrestrial is one of Hollywood's most darling films, and ever since it was first screened, in 1982, Reese's Pieces has been an American favorite too.
Such is the clout of a product placement. Although it's unclear how much...