Important movements in history often begin as a lone voice in the wilderness. Just so with AdAge's bold new stand against product placement. They start by revealing that the movie Must Love Dogs may in fact be one artfully created infomercial: "The script, originally written with a generic online dating service, now includes numerous mentions and placements for PerfectMatch.com....PerfectMatch.com has three placements in the movie trailer alone."
Then Rance Cain shocks us all by explaining "Why Product Placement Does Not Equal Brand Building." Bad news if you were in on the Herbie deal. Good news if this prediction comes true: "it won’t be long before movie companies will let people into theaters free to drive DVD sales."