In the trailer for the new version of Sleuth, which stars Jude Law in Michael Caine's old part and Michael Caine as the older man, there's some delightfully obvious product placement for Bulgari.
Of course, this isn't unusual in blockbuster movies. Manufacturers pay handsomely to appear on screen. the James Bond films offer the most famous examples. The spy drinks Heineken in Casino Royale because Sony had signed a six figure deal with the brewery; Ford and Aston Martin car manufacturers fight for contracts with the producers; and when Daniel Craig replaced Pierce Brosnan in the lead role, the Omega watch company felt compelled to issue a statement insisting 'the decision to end the relationship between Omega and Pierce Brosnan is not linked to the fact that Mr Brosnan is no longer a secret agent. The relationship lasted 10 years and was a very fruitful one'.
But in Sleuth's case something feels a bit different. In every interview Law and Caine stress the artistic integrity of the project. They go on at length about how they really wanted to make this movie because of the team involved and, above all, they repeat endlessly those golden words: Harold Pinter. The fabled playwright and left wing icon has written the script. I'm not sure I mind particularly if some feature films are turning into extended advertisements; but when they're simultaneously masquerading as high art don't you start to wonder just how much Pinter, Caine and Law have been paid for their roles in the whole business?
