Every phone conversation between Ben Stiller’s character, Tug Speedman, and his agent, played by Matthew McConaughey, includes a question from McConaughey as to whether Stiller has received his TiVo or not.

One of the key developments in the film also occurs only when McConaughey tries to find out from the film’s producer why Stiller’s character has not received his TiVo.

To cement its position in audience’s minds, TiVo is also a key part of the film’s climactic scene.

That’s quite a bit of product placement for TiVo in a major motion picture. While I wonder if TiVo may have paid for such placement, in the past they’ve told me that they don’t pay for all of the mentions of TiVo found in TV shows, etc. That it is just organic – so many people in Hollywood have TiVo that they end up putting it in their scripts.

It’ll be a nice boost of brand awareness for TiVo. If they didn’t pay for it, that’s quite a steal.