Product Re-Placements | Chicago Reader

Product Re-Placements

Hollywood films may never look the same after you've seen Steve Seid and Peter Conheim's 47-minute montage of product placement shots, Value Added Cinema. While it's no Vertov-level masterpiece, it's wildly entertaining (more so than many of the films it borrows from) and incisive: the scene of a boy declaring his love for his dad in front of a McDonald's sign speaks to the debasement of the purest of emotions. “Entertaining” violence is deftly sprinkled throughout (when Superman hurls an opponent into a huge Coca-Cola sign, the product's name glows brighter) in a way that makes the plugging itself seem violent.

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