Companies love product placement, right? What’s better promotion than having your product in the hand of a movie star during that epic scene at the box office—especially if the product is used as a prop. What company turns down free promotion?

Apparently Anheauser-Busch and Stolichnaya Vodka do. Both companies have raised issue with their products being used in the movie, “Flight,” and have asked their logos be obscured or removed from scenes in which Denzel Washington’s character is drinking. In the movie, which premiered Nov. 2 and brought in $25 million in its opening weekend, Washington plays a hero pilot who happens to be an alcoholic and drug addict. In one scene Washington’s character is shown behind the wheel holding a can of Budweiser.

“We would never condone the misuse of our products, and have a long history of promoting responsible drinking and preventing drunk driving,” Budweiser vice president Rob McCarthy wrote to Paramount Studios. “We have asked the studio to obscure the Budweiser trademark in current digital copies of the movie and on all subsequent adaptations of the film, including DVD, On Demand, streaming and additional prints not yet distributed to theaters.”

Stolichnaya distributor William Grant & Sons also stated it did not license the vodka’s inclusion the in the film and would not grant permission if asked. Stoli—or any of the many other alcoholic brands seen in the film—likely has no trademark claim, however. Courts have previously ruled that products may be used as props in films without company approval, as long as their inclusion is relevant artistically.

“I think they are being overly sensitive,” Allen Adamson, managing partner with the branding firm Landor Associates, told the Los Angeles Times. “I don’t think people seeing a character using alcohol inappropriately are going to make the connection back to the brand or think the brand condones the behavior… Marketers spend a lot of time paying companies to give them real-life exposure in films. Even if the film is not good it is generally good for the brand.”

Samantha Lile

Samantha Lile is a 2002 Missouri State University graduate of journalism and mass media. She has served as a reporter and editor for various newspapers throughout her journalism career. She made the leap into writing full-time after working for a major financial institution since 2000.

Because of her banking background, Samantha is knowledgeable in finance reporting, but is also strong in commentaries, personal profiles, youth studies, horticulture, history and entertainment-related works.

Samantha lives in Ozark, Mo. with her husband of nine years, four dogs and two cats.

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