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In recent years, reverse product placement has brought some once-fictional brands to life as well, through defictionalization or productization. Seeing the popularity of fictional products, savvy marketers and manufacturers have trademarked protobrands (like Duff Beer from The Simpsons ) and made them commercially available

This turns them into secret smokers, which further increases the feeling of dependency. Allen Carr The moment you stop smoking, everything that goes wrong in your life is blamed on the fact that youve stopped smoking

He told me about how hed gone to read poetry in New York recently, at the Thiel-funded NPC fest

This time difference is also emphasized by the visual contrast of the two films