Academics believe “Uncle Drew,” the movie being released June 29 that is based on Pepsi commercials starring Celtics G Kyrie Irving, is the "first feature film of its kind, taking product placement one step further in a new avenue for branding and signaling the film industry’s willingness" to participate, according to Sopan Deb of the N.Y. TIMES. Soda sales have "declined steadily for several years" and Pepsi "needs to tap new audiences." Pepsi hopes to "extend its brand while entertaining viewers at the same time." PepsiCo Content Studio GM Lou Arbetter said, “This was just another chapter in how to bring the brand’s story to life.” Deb also noted moviegoers "might not realize or care that they are watching what is essentially a Pepsi commercial." But Arbetter said it "would be pretty foolish to view this as a two-hour-long commercial." He said that rationale "would not do the brand any good.” Lionsgate Exec VP/Production & Development Jim Miller said, “Aside from they’re our partners, it has nothing to do with Pepsi. If there wasn’t a great story in there, we wouldn’t have engaged.” Deb noted the movie was "shot in a little over a month last year, mostly in Atlanta, with about a week spent in Rucker Park." Pepsi and Lionsgate "declined to reveal the film’s budget or the financial terms of their partnership." Arbetter would only "acknowledge Pepsi’s role in funding the screenplay" (N.Y. TIMES, 5/27).
