Feature: Mobile movie stars

Over the past decade mobile phones have become an integral part of every day life. This has not gone unnoticed with film makers who have been casting mobiles in key roles on an increasingly regular basis, no doubt encouraged by generous advertising fees. We explore product placement at its best by assessing the top mobile phone appearances in recent blockbusters.

The Matrix

Sci-fi films are a phone company’s dream. Rich with technology, the plot throws up numerous opportunities to include a mobile or two, the Matrix being one of the first movies to highlight this. As arguably the biggest film of 1999, Nokia made sure main protagonist Neo was using its 8110 phone when receiving mission instructions inside the Matrix.

The now dated 8110, equipped with aerial and monochrome screen, headed the market by the end of the decade. To keep with the film’s futuristic feel Nokia custom fitted the now infamous spring loaded key pad which later came as standard with the 7110.

Charlie’s Angels

Nokia continued its early movie dominance in Charlie’s Angels a year later with the action film featuring the 8260, 8210 and 8860 at various stages. The most memorable scene involves Cameron Diaz’s character answering a call from her boyfriend mid-fight before finishing off her opponent.

Blatant product placement occurs throughout with close up shots of the Angels receiving calls from the mysterious ‘Charlie’ on their Nokia cells.

James Bond - Casino Royale
This 2006 box office smash provided the perfect opportunity for Sony Ericsson to display its name at any given opportunity. In numerous scenes Bond and enemies receive instructions, codes and even the internal layout of a building via text which predictably involves a close up of the K790i, K800i or M600i.

The famous scene where Bond is poisoned mid poker game involves 007 rushing back to his car and restarting his heart using a piece of technology activated by a touch of his K800i mobile. Good work Sony.

Iron Man
Another dream film for mobile advertisers with the film built around the technological genius of Tony Stark and his self made Iron suit. Of course Robert Downy Junior’s character owns many other gadgets including a fancy mobile.

LG took advantage of this providing its LG VX9400. As well as displaying the logo, LG also ensured the phone’s video calling capacity and manoeuvrable screen was advertised in all its glory as Stark calls his number two after a successful missile demonstration in the desert. The phone also plays a key role during Stark’s kidnap and subsequent rescue.

Sex and the City
Apple’s advertising during the popular Sex and the City series has become the benchmark for product placement largely through the central role of Carrie Bradshaw’s Apple Mac laptop. Due to her role as a newspaper columnist the apple logo rarely fails to appear in an episode. It is believed Apple pays nothing for this privilege as its inclusion and widespread reputation benefits the series and Sarah Jessica Parker’s character.

The film continued the trend with Apple ensuring the iPhone received at least a little screen time. As Carrie panics outside the church on her wedding day she takes Samantha’s iPhone to call her missing fiancé before asking someone for a less complicated mobile. During this brief interchange the iPhone’s fancy menu is displayed while Samantha’s character and use of the mobile implies this is one for the fashionable city girl.

View part two of Mobile Movie Stars