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By Georg Szalai
Director Brett Ratner discussed the risky business of integrating brands into movies Thursday, using his current Beverly Hills Cop project as an example.
"It's a huge priority for Paramount," he said. Eddie Murphy will need to drive a car in the film, and Ratner said he has to figure out which one. Rather than doing a deal with a carmaker and trying to force the product into the story, Ratner said the process must work the other way around.
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