The filmmakers had requested that M&Ms be used to lure E.T., but The Mars company denied their request, fearing that E.T. was so ugly, he would frighten children. Reese's Pieces were used instead, and as a direct result, Reese's Pieces sales skyrocketed. Because of this, more and more companies began requesting that their products be used in movies - a common practice which was done previously with the James Bond film franchise (the end credits of a Bond film prior to 1982 listed contributing companies with their product used in a feature film). Contrary to popular belief, this was not the birth of product placement. This had been done before in Superman (1978) when a young Clark Kent gets up one morning and there is a box of Cheerios on the table next to his bed. Product Amore al primo morso (1979) [37:48], a can of Tab cola would be shown on a shelf.E.T.'s novelization still referred to the candies as M&Ms as opposed to Reese's Pieces.

Film

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