Brand Hype (brandhype.org), created by Concordia University Communication Professor Matt Soar, is in many ways an extension of the MEF video Behind the Screens: Hollywood Goes Hypercommercial (2000), which Soar produced and co-directed. Like Behind the Screens, Brand Hype takes a critical perspective on product placement in the movies. Intended as an educational resource and information exchange for students, media literacy advocates, media researchers, moviemakers and moviegoers, Brand Hype includes a searchable movie database, articles, videos, an annotated bibliography, and a discussion forum.
On February 2, 2006, former MEF Intern Danielle Devereaux interviewed Brand Hype creator (and producer of MEF’s Behind the Screens: Hollywood Goes Hypercommercial) Matt Soar about www.brandhype.org. transcript