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Movie & TV sell-outs: When tech product placements go bad

By Ian Morris on 23 June 2008, 3:22pm

The Matrix: Duracell battery
It's heart-warming to see the old copper-top making an appearance in The Matrix. The humble battery is at the heart of so much technology we love, from remote controls to games console controllers. So how does a Duracell D Cell happen to appear in The Matrix? Well, bringer of reality in pill form Morpheus informs Neo that we're all batteries for an advanced race of robots, who think enslaving the human race to power their ghetto blasters is more efficient than, say, cold fusion, which Morpheus also claims they've been using.

Did Duracell pay millions for this placement? We suspect not, as you never actually see the brand name. It's more likely it belonged to someone on set, and was simply loaned to the production for this scene. Incidentally, the famous Nokia 8110 used in the movie never actually existed as shown -- the real phone didn't have a fancy spring-loaded slider.


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