
This past weekend, Brett Ratner gave hope to fans of the Beverly Hills Cop franchise while speaking at an Advertising Week event focused on “consumer attention in a media-saturated world.”
While discussing how to one can organically integrate brands into films, Ratner nonchalantly noted that Beverly Hills Cop IV is “a huge priority for Paramount.”
How does Beverly Hills Cop come up during a speech on organic brand integration? Well, Ratner used Beverly Hills Cop as an example for his theory on product placement. He stated that in the film, Axel (Eddie Murphy) will need to drive a car (spoilers! :sarcasm:) and that currently the standard process would be to make a deal with an automaker to use their car(s) and then making them fit into the film. (cough – Transformers – cough)














