Product Placement in Epidemic

Was watching Lars von Trier's Epidemic this weekend, and really enjoyed the scenes where they savored the d'Angerville Clos des Ducs, Salon, and Thanisch Auslese (in part because the wine I had open at the time was not particularly thrilling).

Then when watching the DVD "extras" where they play back the film for the directors to comment as they watch their own work, von Trier and Voersel joked that the alcohol sponsorship (also Macallan Scotch) was initially one of the most financially successful and enjoyable parts of the project.

Which was interesting because I hadn't thought that product placement was popular until much later. In addition, it seemed like a curious film to invest in for purposes of selling wine and scotch. (I.E. not going after the broadest audience) Not to mention that in today's market all of those wines are highly sought after and would not appear to need such advertising.

But perhaps things were different in the 80s? Or perhaps the winemakers just loved supporting interesting films?

Does any of this make sense?

[David M. Bueker]

Certainly the popularity of those wines (esp. the Thanisch) was much less in the '80s. Burg and champagne were not nearly as sought after. Back then folks were still getting into White Zin and wine coolers.

Back then folks were still getting into White Zin and wine coolers.

Not in Europe they weren't! Is "Epidemic" a/an European film as the producer's name suggests?

Back then folks were still getting into White Zin and wine coolers.

Not in Europe they weren't! Is "Epidemic" a/an European film as the producer's name suggests?

Danish.

I guess it was probably just a quirky investment on the part of the winemakers, but it interested me nonetheless.