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Reebok, Sony settling lawsuit over “Jerry Maguire” product placement

September 30, 1997

LOS ANGELES (AP) _ Show me the settlement.

A last minute deal was being hammered out Tuesday in the dispute between Reebok and Sony over the studio’s alleged failure to promote Reebok products as promised in the 1996 hit film ``Jerry Maguire.″

On the day the trial was to begin, attorneys announced that nearly all issues had been resolved in the $12 million lawsuit Reebok filed against TriStar Pictures after the makers of the Tom Cruise film cut a fake Reebok commercial scene from the movie.

``We got a good settlement. We’re very happy,″ said Reebok attorney Pierce O’Donnell, declining to divulge any of the terms.

But Reebok spokesman Dave Fogelson said the deal had not been finalized.

``We are continuing our discussions with TriStar, which have been quite extensive over the last several days and went late into last night,″ Fogelson said.

A TriStar spokesman didn’t return a message seeking comment.

The federal court case offered a glimpse at the big-money practice of movie product placement, in which studios are paid by manufacturers to include brand name products in scenes.

Reebok contended it had a handshake deal with TriStar, a division of Sony Pictures Entertainment, to provide $1.5 million worth of shoes, cash and clothing, as well as football training for the actors.

In exchange, Reebok claimed, TriStar agreed to show over the final credits a phony Reebok commercial featuring the football star character, Rod ``Show me the money″ Tidwell, played by Oscar winner Cuba Gooding Jr.

That scene got edited out, however, leaving only one profanity-laced mention of Reebok, when Tidwell complains: ``(Expletive deleted) Reebok. All they do is ignore me. Always have.″

Sony countered there never was an agreement with Reebok to show the commercial.

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