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Spielberg originally wanted to use the much more popular M&M’s in the movie, but when the filmmakers approached the Mars company, they were turned down. Hershey, on the other hand, said yes, and subsequently saw their product appear in one of the highest-grossing films of all time. They benefited immensely from the placement, and according to a 1983 People magazine article, their profits rose 65% as a result.

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