Attention-grabbing marketing ploy, or product placement run amok?
The teaser-trailer for the upcoming "Resident Evil: Retribution" is out, though viewers could be forgiven for thinking that they'd accidentally clicked on an ad for Sony -- and perhaps they did.
The first part of the trailer, set to the strains of the Who's "Baba O'Riley," features a series of people prominently displaying Sony products and declaring, "This is my world."
The actual trailer part of the trailer starts about 30 seconds in with a jarring transition featuring Milla Jovovich's character, Alice, in a post-apocalyptic wasteland and growling, "My name's Alice, and this is my world."
The second half of the video is a lot more predictable, with lots of explosions, dramatic music and, of course Jovovich and her co-star Michelle Rodriguez kicking all sorts of rear end.
"Resident Evil: Retribution" -- which comes, entirely coincidentally, from Sony subsidiary Screen Gems -- hit theaters Sept. 14. In the meantime, behold the latest merger between art and commerce below.