Did Universal Studios and Steven Spielberg Get Sued for Using Reese's Pieces in 'ET: The Extra-Terrestrial'?
The use of Reese's Pieces in the iconic 1982 film, ET: The Extra-Terrestrial, was a groundbreaking marketing strategy that revolutionized the confectionery industry. Many believe that the makers of the iconic chocolate candies, Mars, Inc. (owners of MMs), likely sued over the inclusion of Reese's Pieces in the movie. However, the truth is quite different; in fact, Universal Studios and Steven Spielberg navigated this legal and financial hurdle successfully, and in a unique way, too.
The Initial Botched Attempt with MMs
Before Reese's Pieces found its way into the movie, there was a failed attempt with another candy brand: MMs. The decision-making process at Mars, Inc. involved weighing the potential benefits against the cost of licensing their product. At the time of ET: The Extra-Terrestrial's production, MMs did not view the movie as having enough potential to warrant the expense needed to license their hard shell chocolate.
The Successful Negotiation with Reese's
Unbeknownst to many, Universal Studios and Steven Spielberg initially tried to negotiate a licensing deal for MMs with Mars, Inc. When these negotiations failed, Spielberg and the production team faced a crucial decision: where to turn next for the beloved treat that E.T. was shown to enjoy so much in the film.
Instead of giving up, Spielberg and Universal Studios approached Hershey in the hopes of securing the Reese's Pieces for the movie. To their delight, Hershey was eager and willing to both license their candy and feature it prominently in the film. This decision proved to be a masterstroke, as it not only provided the necessary confectionery for the movie but also brought significant publicity to both Hershey and Reese's Pieces.
Marketing Success and Publicity Boost
The inclusion of Reese's Pieces in 'ET: The Extra-Terrestrial' was not just a win for Hershey and Reese's; it was a masterful marketing move for Universal Studios and Steven Spielberg as well. The candy underwent a massive sales boost in the weeks following the film's release, with Reese's Pieces becoming a household name almost overnight.
Mars, Inc. (the makers of MMs) did not sue Universal Studios or Steven Spielberg for the use of Reese's Pieces. In fact, it's heavily documented that Mars, Inc. did not take issue with the inclusion of the candy in the movie. Instead, they focused on leveraging the movie's success for their own promotional campaigns and marketing efforts. This strategic foresight not only saved Mars from potential legal issues but also potentially helped them benefit indirectly from the increased exposure and sales generated by the inclusion of Reese's Pieces in the movie.
Conclusion: A Marketing Triumph
The use of Reese's Pieces in 'ET: The Extra-Terrestrial' stands as a classic example of successful product placement that not only enhanced the cinematic experience but also catapulted a lesser-known candy brand into recognition. The movie's success, combined with the strategic negotiation and partnership with Hershey, ensured that the candy became an integral part of popular culture, cementing its place in history as much as the unforgettable character, E.T. himself.