How capitalism caught up with the legend of Mao.Just to make sure there is no mistake, the camera lingers on the Omega watch worn by the girlfriend of Chairman Mao.Omega is a big brand in China, with 31 shops. The brand is advertised by Chinese actress Zhang Ziyi, who British audiences may know from kung fu hit Crouching Tiger, Hidden Dragon, and Memoirs of a Geisha.Revival has already generated controversy. Actress Tang Wei, who was ostracised for her steamy role in Ang Lee's erotic thriller Lust, Caution, but has been rehabilitated in recent months, was cast as Tao Yi, an early girlfriend of Mao's. However, Mao's grandson Mao Xinyu, a major-general in the People's Liberation Army, apparently intervened to have her cut out of the movie.There was also some anger in the US that the movie was being sponsored by General Motors, which was bailed out with government cash two years ago. The film is sponsored by Shanghai GM, GM's local partner but a separate company.Product placement has really taken off in China. One of its foremost proponents is the country's most bankable director, Feng Xiaogang. His hit movie If You Are The One reportedly earned nearly half its production budget from product placement, while his epic movie about the Tangshan earthquake, Aftershock, was remarkable for its blatant promotion of cars, a bank, insurance and alcohol brands.
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