How much will some companies pay for product placement in a movie?

Well, one Italian movie company couldn't give it away. They weren't even able to show the ultimate user - Jesus - using one of the world's leading global brands, Coke.

In the film 7 Km da Gerusalemme (7km From Jerusalem), according to Cinematical, "a Milanese ad exec... having a midlife crisis... makes a pilgrimmage to the Holy Land and ends up running into Jesus. He gives him a ride in his Jeep, and then offers the son of God a Coke. While Jesus is drinking he puns: "My God, what a testimonial!"

Went down like a lead balloon with the Coca-Cola Company, who believed this gave their product a 'negative image'. They promptly launched a lawsuit against the movie's producers.

Cinematical continues:

"A Coca Cola Italia spokesperson says: "We are not interested in this kind of product placement." Maybe if he offered Jesus a Coke on the cross, that could be seen in bad taste, but just a simple act of quenching thirst? The legal action has resulted in the film losing its distribution with Mediafilm, who was going to capitalise on Easter by releasing it this Friday (Good Friday). Now, they're trying to get the soda giant's lawyers to change their minds. Heck, even the church isn't perturbed by this, as reports say that the film was well-received by the Vatican."

Seems to me Coca Cola has a few more things to think about than Jesus having a quick swig. You'd think they'd prefer to have God on their side.