E.T. the Extra Terrestrial
Steven Spielberg’s hit movie about an alien who befriends a young suburban boy was the #1 top grossing film in 1982, earning $359 million in its initial run. This heartwarming film about friendship and longing for home was also a hotbed of product placement. The movie is famous for launching Reese’s Pieces. E.T. communicated with his home using a device made from a modified Speak and Spell. But E.T. didn’t just use product placement as a plot device – it became the product.
In 1982 and 1983, E.T. was everywhere. His big-eyed face featured on toys, games, bedding, clothes, school supplies, even peanut butter and chocolate cereal. The 11 individual companies that held licensing rights were set to make millions just from merchandise before the film even opened. But E.T.’s merchandising success cannot be mentioned without paying tribute to one of the most successful – and long-lasting – franchise toy industries.
