You may have noticed Guitar Hero
popping up in some unexpected places, like last week's American Idol
finale or in the new Mariah Carey video "Touch My Body
." What may come as a surprise is who you have to thank for the product placement: None other than Brett Ratner, responsible for the epic Rush Hour
trilogy and for murdering the X-Men
franchise. Ratner's new branding company has tasked itself with melding popular culture and marketing.
Ratner's gaming connections won't end with plastic guitars though: The director says he'll "be doing movies that come from videogames," specifically citing his access to the Activision brain trust. We've already begun hoping for Call of Duty
while fully expecting Soldier of Fortune: Payback