Man of Steel (Warner Bros., 143 minutes) is a commendable, if patently flawed, summer blockbuster. The highly anticipated Superman reboot, starring Henry Cavill and Amy Adams, merges the strengths and styles of its director Zack Snyder and its producer Christopher Nolan with mixed results. But the parts of the film that are exhilarating roundly compensate for the many parts of the film that are boring as all hell (dulled passion, bland dialogue, blander interactions).
Putting all that aside, one of the most fascinating things about this movie is how blatantly littered with product placement it is—roughly $160 million in product placement and promotions went into its makers’ coffers. Man of Steel has over 100 global marketing partners, surpassing Universal’s 2012 animated flick The Lorax, which reportedly had 70 partners. So if you have forgotten recently to eat at IHOP or shop at Sears, this film will remind you to do so in big letters.
But the film also doubles as advertisement for an employer arguably more noble than IHOP: The National Guard of the United States.
Here’s behind-the-scenes footage released in May by the National Guard regarding their work with Snyder and Warner Bros.