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Originally Posted by Gemini Cricket
I see it as selling out.
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I don't see how a multi-million dollar budget film can be accused of selling out any further than it already does.
If I wrote a screenplay and Coke wanted my characters to drink Coke in it, I'd happily take whatever they offered as long as the script and direction aren't affected by the transaction. I'd be especially inclined to take it if it meant I'd have just that much more budget for my film - better equipment, more time, etc. I don't see that as "selling out" my script or concept.