APNewsBreak: Budweiser seeks removal from 'Flight'
FILE - This publicity film image released by Paramount Pictures shows Denzel Washington portraying Whip Whitaker in a scene from "Flight." Washington plays an airline pilot who, despite being hung-over, drunk and coked-up, manages to bring down a rapidly deteriorating plane in a daring emergency landing on what should have been a routine flight between Orlando, Fla., and Atlanta. Alcohol plays a prominent role in “Flight,” but Anheuser-Busch says it wasn’t consulted beforehand and is asking the filmmakers and Paramount Pictures to remove the Budweiser logo and any other trademarks from the film.(AP Photo/Paramount Pictures, Robert Zuckerman)
LOS ANGELES (AP) — Denzel Washington's character in "Flight" drinks a lot throughout the film, but his portrayal of a highly functioning alcoholic pilot isn't going down well with brewing company Anheuser-Busch or the distributor of Stolichnaya vodka.
Anheuser-Busch said Monday that it has asked Paramount Pictures Corp. to obscure or remove the Budweiser logo from the film, which at one point shows Washington's character drinking the beer while behind the wheel.
Budweiser is hardly the only alcoholic beverage shown in "Flight," which earned $25 million in its debut weekend and is likely to remain popular with audiences. Washington's character frequently drinks vodka throughout the film, with several different brands represented. William Grant & Sons, which distributes Stolichnaya in the United States, also said it didn't license its brand for inclusion in the film and wouldn't have given permission if asked.
Rob McCarthy, vice president of Budweiser, wrote in a statement to The Associated Press that the company wasn't contacted by Paramount or the production company of director Robert Zemeckis for permission to use the beer in "Flight."
This undated publicity film image released by Paramount Pictures shows Denzel Washington as Whip Whitaker in the Paramount Pictures film, "Flight." Alcohol plays a prominent role in “Flight,” but Anheuser-Busch says it wasn’t consulted beforehand and is asking the filmmakers and Paramount Pictures to remove the Budweiser logo and any other trademarks from the film. (AP Photo/Paramount Pictures)
"We would never condone the misuse of our products, and have a long history of promoting responsible drinking and preventing drunk driving," McCarthy wrote. "We have asked the studio to obscure the Budweiser trademark in current digital copies of the movie and on all subsequent adaptations of the film, including DVD, On Demand, streaming and additional prints not yet distributed to theaters."
A spokesman for Zemeckis referred questions to Paramount, which did not return an email message seeking comment.
James Curich, a spokesman for Stoli distributor William Grant & Sons, said the company has a strict code for how the vodka is portrayed in films and is committed to marketing it responsibly. "Considering the subject matter of this film, it is not something in which we would have participated," he wrote in an email.
Despite the companies' dissatisfaction with their inclusion in the film, experts say there is little they can do about it legally.