Product placement to a whole new level

When I rented "Snakes on a Plane," I was pretty sure I knew what I was going to get--some snakes, a plane and Sam Jackson saying he's "tired of these muthafuckin' snakes on this muthafuckin' plane!"

A couple friends and I popped it in and strapped in for the wild ride. Then, in the first ten minutes, we all noticed something that detracted from the movie. First, let me define "detracted." I realize that "Snakes on a Plane" is hard to screw up. "Crash" it is not. No, what we saw detracted from the actual experience of watching a movie altogether. Usually, product placement is subtle and clever. In about half of the shots in the first ten minutes of "Snakes," it seemed like half features a clear shot of a Red Bull can, or cans.

I know all about product placement, and I usually notice it. When I saw James Bond briefly driving a Ford in "Casino Royale," I noticed it, but it was not overkill. When I see a guy downing a Red Bull, followed by a shot of a case of Red Bull in the background, followed by a shot of the guy setting down his finished Red Bull, it's a little distracting.

It's so distracting that I'm more focused on when I'm going to see more Red Bull than on what is going on in the story. I realize that product placement is now a reality in television and the movies, but I refuse to accept it. When I see a movie, I want to be entertained. I want to enjoy art for art's sake. I don't want movies to be peddlers of the cool, new energy drink. Obviously, some brand names have a place in movies. Gangsters drive Cadillacs and basketball players rock Nikes. But that's part of the culture now. Not all cool, good-looking movie stars drink Red Bull.

The worst thing is that it will only get worse. Advertisers have their hands everywhere and product placement has proved quite effective. My only hope is that Hollywood won't sell out. Oh--wait, I think that already happened.