‘Modern Family’ producer says iPad episode ‘went too far in hindsight’
A producer of ABC’s hit sitcom “Modern Family” said an episode that prominently featured Apple’s iPad went overboard in hyping the product.
“It may have gone a little too far in hindsight,” said Jeff Morton, a “Modern Family” producer who was speaking Saturday at the Producer Guild’s Produced By 2010 industry conference on the Fox lot.
Source: LA Times
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‘Modern Family’ Did Not Sell Out To Apple
“Modern Family” co-creator Christopher Lloyd told THR that the show’s heavy use of Apple’s iPad wasn’t paid product placement and explained how the episode came about.
Said Lloyd:
“In fact, there was no product placement. This was widely assumed, and everybody was wrong. We wanted to do a show about Phil getting very excited about a new product and it seemed the perfect one to use, since it was debuting [April 1]. We approached Apple about getting their cooperation (using the product, for example, and they are notoriously secretive about their products prior to their being launched) and they agreed and gave us a few other small concessions. But there were no stipulations as with normal product placement, i.e. we give you X dollars and you have to feature our product such-and-such a way and say such-and-such nice things about it. We are not angels — we have made those agreements with other companies. But that was not the deal with Apple. It was all story-driven.”
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‘Modern Family’ Guest Star
I guess the rumors about Justin Kirk were true – see the pic from @jessetyler tweet
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Who Da Manny?
Going to a wedding?
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