When Steven Spielberg featured Reese’s Pieces in his 1982 blockbuster “E.T. The Extra Terrestrial,” the candy experienced a big boost in sales.
The only reason Reese’s Pieces got the lucrative product placement in the first place was because M&Ms had already refused the filmmakers permission to use its product in the film. This wouldn’t be the last time M&Ms passed on a high-profile product placement opportunity.
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