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(Image credit: Prime Video)
It’s been patently clear sinceThe Boyspremiered in 2019 that no-one is safe from the hit Prime Video show’s ridiculing. Not even the company behind its host streaming platform…
In the latest instalment, there’s a scene where A-Train (Jessie T. Usher) and The Deep (Chace Crawford) are tasked with attending V52, an event similar to the likes of Comic-Con orDisney’s D23 Expo. While the latter is teasing an upcoming project, he explains that every title will have digitally personalized ads. For instance, if a white person is watching a certain show, like The Deep’s “three-time MTV Award winner” Rising Tide, they’ll see a character holding a bottle of IPA beer, whereas if Black people tune in, they’ll see that same character holding a bottle of peach cognac.
“Y’know, custom digital product placement is a real thing, you guys,” Kripke wrote onTwitter, alongside a link to an article that explains how networks and advertisers are starting to rollout the method. “Amazon pitched it to us for [The Boys], we said no thanks, but we’re definitely making a joke about it in season 4. Then we did.”
“Where virtual product placement has a real opportunity is for certain types of brands that don’t require hands-on interaction, that don’t require verbal mentions, where you can still have [items] prominently placed within the frame or within the screen," Aaron Frank, SVP of marketing, insights, and strategy at BENLabs, toldMarketing Brewback in 2023, around about the time Kripke and co would’ve been writing season 4.
The Boys season 4is currently streaming on Prime Video, with new episodes dropping every Thursday. For more, check out our latest coverage on the show:
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1Nemesis review: “A magical sense of tension”
1Nemesis review: “A magical sense of tension”
1
Nemesis review: “A magical sense of tension”
2Arcs review: “A whole lot of game in a small package”
2Arcs review: “A whole lot of game in a small package”
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3Path of Exile 2 review: “A stellar start to a thrilling and brutal dark adventure”
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Path of Exile 2 review: “A stellar start to a thrilling and brutal dark adventure”
4Indiana Jones and the Great Circle review: “The best adventure Indy has embarked on in over 30 years”
4Indiana Jones and the Great Circle review: “The best adventure Indy has embarked on in over 30 years”
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Indiana Jones and the Great Circle review: “The best adventure Indy has embarked on in over 30 years”
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1Sonic the Hedgehog 3 review: “Keanu Reeves as Shadow is wasted whilst Jim Carrey steals the show”
1Sonic the Hedgehog 3 review: “Keanu Reeves as Shadow is wasted whilst Jim Carrey steals the show”
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2Mufasa: The Lion King review – “It’s no Hakuna Matata but this Disney origin story is a class above the 2019 movie”
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3Kraven the Hunter review: “The insistence on an R-rating helps save this, with a decent helping of bloodthirsty action”
3Kraven the Hunter review: “The insistence on an R-rating helps save this, with a decent helping of bloodthirsty action”
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4The Lord of the Rings: The War of the Rohirrim review – “An uninspired expansion of the most iconic screen take on Tolkien”
4The Lord of the Rings: The War of the Rohirrim review – “An uninspired expansion of the most iconic screen take on Tolkien”
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5Nightbitch review: “Amy Adams' disappointing dark comedy is all bark and no bite”
5Nightbitch review: “Amy Adams' disappointing dark comedy is all bark and no bite”
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1Doctor Who 2024 Christmas special review: “Ncuti Gatwa is as magnetic as ever in this delightful festive treat”
1Doctor Who 2024 Christmas special review: “Ncuti Gatwa is as magnetic as ever in this delightful festive treat”
1
Doctor Who 2024 Christmas special review: “Ncuti Gatwa is as magnetic as ever in this delightful festive treat”
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2Secret Level review: “An uneven experience with serious highlights that ultimately make up for the misses”
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3Skeleton Crew review: “Perfectly captures the vibes of classic Star Wars with a swashbuckling twist”
3
Skeleton Crew review: “Perfectly captures the vibes of classic Star Wars with a swashbuckling twist”
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4Creature Commandos review: “James Gunn’s heartwarming, R-rated tale about super-monsters proves that the DCU is in good hands”
4
Creature Commandos review: “James Gunn’s heartwarming, R-rated tale about super-monsters proves that the DCU is in good hands”
5Cobra Kai season 6, part 2 review: “Returns to the sort of hard-hitting form that made it such a fan favorite in the first place”
5Cobra Kai season 6, part 2 review: “Returns to the sort of hard-hitting form that made it such a fan favorite in the first place”
5
Cobra Kai season 6, part 2 review: “Returns to the sort of hard-hitting form that made it such a fan favorite in the first place”