Brett Ratner backs 'organic' product placement

September 24, 2009 Director Brett Ratner discussed the risky business of integrating brands into movies Thursday at an Advertising Week event focused on "consumer attention in a media-saturated world." Using the example of his current Beverly Hills Cop project -- which Ratner said is a huge priority for Paramount -- the director said that Eddie Murphy will need to drive a car in the film, and that he has to figure out which one. Mandalay boss Peter Guber, who joined him on stage, agreed with Ratner's organic branding and marketing approach and also spent some time discussing digital media, such as Twitter and Facebook.

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