In the movie “He’s Just Not That Into You” (2009) there is a product placement that is hard to miss. If you don’t know what product placement is, it is “the appearance of a product or service in a broadcast program or movie, paid for by the manufacturer to gain exposure for the product or service” (dictionary.com). In the film “He’s Just Not That Into You,” the cigarette brand, “American Spirit” is used multiple times. Also online dating with the site “MySpace.com” is used in one scenario. If you didn’t realize it, think back and I am sure you will remember.
“He’s Just Not That Into You” depicts the lives of 5 women as it follows them through their love lives. Each woman is looking for love but has different obstacles and a different perspective on love.
One woman, Janine, thinks she is happily married. Only to find out that her husband Ben finds his marriage a punishment. Ben ends up cheating on Janine with another woman, Anna. He eventually tells Janine and she initially chooses to forgive him. However, Ben continues to cheat with Anna and by the end of the movie Janine chooses to divorce him. It was interesting that it was not only the cheating but it was mostly because he lied about not smoking. When Janine finds the “American Spirit Cigarettes” she decides that she is done for good. In the end Janine leaves Ben by himself, with his cigarettes and his beer.
Another woman Beth, appears to be stuck in a relationship for more than 7 years. Her boyfriend Neil doesn’t see marriage as important like Beth does. Beth decides that she cannot stay in a relationship if she is not going to get married. So they break up. But when the couple realizes their lives are nothing without one another, Beth chooses to take Neil back. In this relationship, Ben decided to put his own feelings aside and do what would make Beth whom he loved happy. He chose to propose.
Another woman, Mary, chose online dating as her source to find the right guy. She tries to use technology to get into a man’s heart, which is never the way to go. She says,
“I had this guy leave me a voicemail at work, so I called him at home, and then he emailed me to my Blackberry, and so I texted to his cell, and now you just have to go around checking all these different portals just to get rejected by seven different technologies. It’s exhausting” – He’s Just Not That Into You.
By the end of the movie Mary realizes that this isn’t the way to go. She decides that “MySpace” is not the way to find the guy of her dreams. She then realizes that the guy she had longed for was one of her clients, Connor. Connor was trying to find the women of his dream and by the end of the movie they end up falling in love. Mary and Conner got exactly what they wanted…. Love.
The last woman named Gigi only wants a guy to recognize and appreciate her. She doesn’t understand men and the mixed signals she gets. She tries to do everything in her power to find the right guy. Through out the movie Gigi and her new “friend” Alex have a” just friends” relationship. Alex believe he knows all the ins and out of dating. Alex decides to mentor Gigi on how to attract a guy. They realize as the mentoring goes on that they are perfect for one another. In the end, all of these women just needed to figure out who they are and what they wanted out of life and love before they committed to a relationship.
There is one product placement in this movie that stands out from all the rest. This product was The American Spirit Cigarettes. Ben and Janine’s relationship fell apart. Who would believe that cheating wasn’t the big problem. He was also lying about smoking cigarettes (American Spirit Cigarettes). Janine gave Ben many opportunities to tell her that he hadn’t quit. The cigarettes in the end were a strong reason for the separation. The product placement and the product can be easily noticed by the audience because of the amount of times it was mentioned and seen throughout the movie. The cigarettes were presented in a negative light but they were presented over and over again. There were numerous shots of Natural American Spirit Lights, easily identifiable by their bright yellow box. These were used as a negative in a movie just to show one worse thing that the husband Ben was doing to his wife Janine. To Ben who thought marriage was a punishment, it gave him one more opportunity to get himself away from what he called a “funeral.” Although cigarettes were shown to be worse than cheating on your wife, it still gave the product a lot of on-screen time.
Another product placement that was put into the movie was MySpace.com. The character, Mary, used MySpace. She used the site as a way to find the right guy for her. MySpace was shown as a dating site as well as a social networking tool. However, her friends told her that MySpace is not the place to be looking for men. Moreover, her closest friends told her that it might be a “Sleazy” platform to meet people in. As the movie ends, Mary closes her MySpace account, an act that gave her utmost liberation and freedom. This placement is easy to remember because before Facebook was around, MySpace was the network of choice. In Middle School I even had a MySpace. It was the coolest thing around and the new way to get in touch with your friends. Hearing the name MySpace years later rings a bell. It is fun to remember what life was like when you had your very own MySpace.
The “American Spirit Cigarettes” and “MySpace” played a role as much as the characters did in this movie. Both of these products were identifiable and easy to remember. Though they both were not put in a good light it was a way to get their name out into the public. “He’s Just Not That Into You” is a great movie with many memorable things for the public eye to see.
“Girls are taught a lot of stuff growing up: if a boy punches you he likes you, never try to trim your own bangs, and someday you will meet a wonderful guy and get your very own happy ending. Every movie we see, every story we’re told implores us to wait for it: the third act twist, the unexpected declaration of love, the exception to the rule. but sometimes we’re so focused on finding our happy ending we don’t learn how to read the signs. How to tell the ones who want us from the ones who don’t, the ones who will stay and the ones who will leave. and maybe a happy ending doesn’t include a guy, maybe it’s you, on your own, picking up the pieces and starting over, freeing yourself up for something better in the future. Maybe the happy ending is just moving on. or maybe the happy ending is this: knowing after all the unreturned phone calls and broken-hearts, through the blunders and misread signals, through all the pain and embarrassment… you never gave up hope.” – He’s Just Not That Into You