With rivals such as Aquafina increasing their exposure on Hollywood film sets, Fiji Water is accelerating its own product-placement efforts. Over the next several months, the privately held company's blue-capped square bottle will prominently appear in the MGM comedy Beauty Shop, Paramount's War of the Worlds, Sony Pictures Classics' Friends with Money and Aquamarine from Fox 2000. Those follow prime appearances in last year's hit comedies Dodgeball: A True Underdog Story and 50 First Dates. Fiji's product integration is handled by Hollywood entertainment marketing shop Creative Entertainment Services.
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