At a USC forum last Saturday, a writer asked whether it was worth considering product integration when writing a script. She said her project would lend itself really well to a major brand like Starbucks.

I told her that I’d often heard plans of trying to bring advertisers in on the ground floor of a movie, but that it never seemed to work out. The gap between commercials and big-screen entertainment was just too wide.

Well, I stand corrected.