‘One Night Only’ Director Reveals Challenges in Securing Brand Appearances

Will Gluck has shared that incorporating real brands into his upcoming romantic comedy ‘One Night Only’ was a more complex task than many might assume.

In an interview with Variety ahead of the film’s release, the director clarified that the products featured in the movie were not the result of paid placements. Instead, Gluck explained that the production team had to persuade companies to allow their names and products to be used in humorous contexts related to the film’s unique premise.

Set in a world where premarital sex is illegal except for one night each year, ‘One Night Only’ takes place in New York City. Gluck aimed to reflect the bizarre regulations of this fictional universe throughout the city, including on signs, advertisements, and products.

This required filmmakers to obtain permission from brands before altering their advertising or integrating their products into the movie’s narrative.

Gluck noted that many online commentators assumed that companies must have paid to feature their products. However, he clarified that the reality was quite the opposite.

“It was the opposite. We had to beg products to allow us to take them and twist it to the ‘one night,’” Gluck told Variety.

He mentioned that not all companies were comfortable with the concept, making the approval process unexpectedly challenging. The production team compiled a comprehensive list of potential brands and began reaching out to see if they would permit their products to be included in the film with a creative twist.

“Because, as you can imagine, not every corporate America consumer product was into this idea,” Gluck explained.

The director also addressed misconceptions regarding brands like Dunkin and Durex, stating that the production did not receive any financial compensation from these companies for their appearances.

“When I read stuff, like, ‘How much money did they get from Dunkin or Durex?’ I’m like ‘Nothing!’” Gluck remarked.

Securing permission was crucial because the filmmakers were not merely showcasing products as they are in real life. They were crafting fictional advertisements and altering how some brands were portrayed.

Gluck elaborated that while a real product can seamlessly fit into a film, filmmakers cannot simply modify an existing advertisement without obtaining permission.

This led to numerous rejections. “We had a big list and it was ‘no, no, no, no,’” Gluck recounted.

Some companies that ultimately agreed to participate included Duolingo, Red Bull, Dunkin, and Equinox. Gluck expressed surprise when Duolingo granted permission, saying, “That was a shock. I was like, ‘Really?’”

Even after a company agreed, there was still another step. The brands had to approve the specific version of the joke or advertisement that would appear in the film.

For Gluck, these fictional ads were vital in establishing the world of ‘One Night Only’. Rather than explaining every rule through dialogue, he wanted viewers to observe how the peculiar law had impacted daily life.

The result is a film filled with imaginative advertising and real brands that had to consent to the filmmakers’ creative interpretations.

Thus, while some viewers might assume that the product placements are merely another instance of Hollywood advertising deals, Gluck insists the reality is far less glamorous. He wasn’t cashing in on brand partnerships; he was striving to convince them to become part of the film’s humor.

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