Product placement is over. It’s so lame. Why smuggle an item of merchandise into a movie, like contraband, and have people snicker at the subterfuge, when you can declare your product openly and lay it on the table? Why not make a film about the merch? That was the case with “Steve Jobs” (2015), which unfolded the creation myth of Apple; with “The Founder” (2016), which did the same for McDonald’s; with “Tetris,” now on Apple TV+; with the upcoming “BlackBerry,” which is not, alas, about the harvesting of soft fruits; and with “Joy” (2015), which gave us our first chance—pray God it not be our last—to watch Jennifer Lawrence trying her hardest to sell mops.
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