Mark Wahlberg Stands To Gain From ‘Pain’ and Product Promotion
Mark Wahlberg used his own products to pump up for 'Pain & Gain' (Photo: Paramount Pictures)
A week ago a strange scene unfolded as journalists crowded onto a top floor of the posh seaside Mandarin Oriental hotel in Miami waiting, and waiting, and waiting some more for the chance to interview Mark Wahlberg, Dwayne "The Rock" Johnson and the rest of the cast of the upcoming film "Pain & Gain."
The flick revolves around three real-life physical trainers-turned criminals from the '90s who want to pump you up. And pump they did -- especially Wahlberg and co-star Anthony Mackie, who needed to catch up to the Rock's level of muscular prowess.
"He's very selfish with his workout secrets," Wahlberg told Yahoo! Movies, joking of the Rock's reticent ways. "He needed no tips," the Rock said of Wahlberg. "He came in in crazy shape."
It's what happened after the cameras stopped rolling that had many reporters scratching their heads and even cracking some jokes. As media members filed out, an associate of Wahlberg's would slip a small, Binaca-sized spray bottle and a pamphlet for the vitamin supplement Bio D Supreme into journalists' hands.
Not expecting such an exchange, it came off as a tad dodgy, if not a bit befuddling. One local Miami reporter rolled with it, saying she used the spray during her on camera interview, joking around with the two "Pain & Gain" stars.
An ad for Wahlberg's Marked Nutrition line (Photo: Courtesy of GNC)
And yes, journalists got a Wahlberg-branded protein bar, too – a care package of sorts sent by Paramount and Marked this week. The co-branded marketing campaign is getting traction at places including Rite Aid and ProSource.net, according to a recent Los Angeles Times report.
But is mixing movie business with his business as a spokesperson a good thing?
"[It's] ingenious," said Vásken Kalayjian, CEO of GK Brand. "We will see that he is obviously in shape [in the movie] and the product line works," he told Yahoo! Movies, pointing out that A-list celebrity endorsements from the likes of Nicole Kidman, George Clooney, and Brad Pitt are nothing new.