‘Jackpot!’ Creators Awkwafina and Paul Feig Talk About Brand Creation, Vision Refinement, and Streaming Adjustments

In the latest action-comedy “Jackpot!” available on Amazon Prime Video, producer-director Paul Feig has infused the film with numerous pop culture references, movie tributes, and playful Easter eggs aimed at insiders. The film is also remarkable for its extensive use of brand placements, ranging from Airbnb and El Pollo Loco to Shinola, a decision Feig says was intentional.

Feig, known for hits like “Bridesmaids,” “Ghostbusters” (2016), and “The Heat,” emphasized that incorporating real-world brands helps ground characters in a believable setting. This approach is particularly relevant for a farcical film like “Jackpot!,” which is set in a futuristic Los Angeles.

During Amazon Ads Immersion Day in Culver City, Feig compared the current trend to the days when brands were hidden with masking tape on 1970s and ’80s TV shows. “Movies and TV should reflect the world we live in. If you’re inserting fake brands, it feels unnatural,” Feig remarked during his Q&A session with co-star Awkwafina and moderator Cynthia Littleton of Variety.

Feig also noted that brand integration can be crucial for Hollywood, especially with rising production costs. For instance, a partnership with Shinola, whose watch John Cena wears in the film, proved beneficial. “Shinola supported us financially when we needed it for the soundtrack,” Feig revealed. “No free watches, though.”

The Immersion Day event highlighted brand loyalty, and Amazon Ads is set to host its second annual UnBoxed conference in Austin this October. Awkwafina, who stars in “Jackpot!” as Katie Kim, discussed how artists can build their brands through social media and content control. She humorously noted that “Jackpot!” was a physically demanding project that kickstarted her fitness journey.

Feig, with his background in “Freaks and Geeks,” “The Office,” and “Parks and Recreation,” stressed the importance of a unique personal perspective in creative work. He encouraged creatives to explore various genres to avoid being typecast.

He also acknowledged the shift in consumer behavior with on-demand streaming, noting the need for compelling openings to retain viewers. “In theaters, you have 20 minutes before someone might leave. On streaming, it’s more immediate—so I aim to start with a bang,” he concluded.