The makers of the new Denzel Washington film Flight have come under fire from Budweiser after they featured the drink in the movie. The story line follows Washington as an airline captain who saves his plane from crashing, but faces accusations of drinking before the flight.
Given that it was Budweiser he was drinking, the company have moved quickly to defend themselves. “We would never condone the misuse of our products, and have a long history of promoting responsible drinking and preventing drunk driving. It is disappointing that Image Movers, the production company, and Paramount chose to use one of our brands in this manner," their vice president Robert McCarthy said in a letter, which was emailed to Reuters on Monday. "We have asked the studio to obscure the Budweiser trademark in current digital copies of the movie and on all subsequent adaptations of the film” he added.
The film was released in the US last week and took a healthy total of $25 million to place second in the domestic Box Office. There has been as yet no response from the makers of the film Paramount Pictures, should they comply though it’ll likely be a costly process to get the advertising removed from the film.