The Smurfs 2 has opened to predictability bad reviews and an unpredictably disappointing US box office (just over half of its predecessor’s first weekend gross). While a healthier worldwide total of €53 million or so should ensure the film is a financial success in the long run, even with an ‘underperforming’ box office Sony won’t be too worried: companies have already spent €112 million (almost 133% the film’s actual reported budget) on licensing deals related to the film's release.

While a large amount of the money has come from deals like fast food and toy tie-ins, numerous products - including no shortage of Sony goods - appear in the film itself, as was the case in the first film as well. Most noteworthy perhaps is that the film is aimed at children, making its rampant marketing that little more ethically dubious.

The Smurfs are hardly alone, though: Man of Steel also made somewhere in the region of €120 million before hitting screens, through both in-film placements and other merchandising deals from companies ranging from Gillette to Nokia. Star Trek: Into Darkness also enjoyed a healthy monetary boost from various ‘promotional partners’.

Product placement is hardly a new phenomenon (you’ve seen a James Bond film, right?), although the scale has massively increased in recent times. Films like The Smurfs 2, Man of Steel and of course Skyfall are effectively recouping their production budget before a single ticket has even been sold. For viewers, the placements might not even be noticeable (although arguably the subtle, almost subconscious ads are the most troublesome of all) but at its worst it can be a serious distraction, breaking connection with the story being told.

It’s so lucrative Hollywood executives are not going to be abandoning the practice any time soon. However, let’s hope they’ve learned their lesson from some of the more... interesting examples out there:

Transformers

Michael Bay films are infamous for their nearly constant stream of on-screen ads. Here are some examples from the first Transformers movie.

Mac & Me

Perhaps the single-most cynical example of product placement in the history of cinema, this low-quality E.T. (itself not averse to some placed products, particularly Reese's Pieces) rip-off was almost entirely funded by McDonalds. You’d never have guessed...

Waynes World

No doubt the companies fully agreed - or perhaps even paid - to have their products featured in this Wayne’s World scene. Whatever: the various layers of irony make this one of the film’s best gags, and a great satire of the whole product placement business.