Product placement in motion pictures and television is nothing new. It is a full time enterprise, up and running for years, aimed at squeezing every bit of potential branding into and around a product that will be seen by millions. Now the next wave of opportunists have arrived, ready to be seen. Jumping into the fray with his Brett Ratner Brands, the Rush Hour director has taken a creative step into the world of directing brands into movies, using his knowledge and expertise to ensure that Hollywood's characters and products carry a "RatnerBrand" seal of approval.