“It just fit well — it wasn’t something we had to make up,” Mr. Brown said. Another risk is that the movie product will not align with the real-world product in a way that seems authentic to the brand. And with a product like bourbon, whose fans tend to be choosy about their spirits, that is a particularly salient concern. “It really flattened out to me,” Mr. Coomes said. “It doesn’t seem forced,” Mr. Coomes said.

Source: New York Times August 27, 2017 18:56 UTC