Saban’s Power Rangers movie is now out on home video – on 4K Ultra HD, Blu-ray, DVD, and Digital HD.
And one of the film’s most highlighted decisions was the inclusion of Krispy Kreme – product placement laid on so thick it became a central plot point according to critics.
Krispy Kreme was used as the present-day site for where the ancient Zeo Crystal was buried, a powerful artifact coveted by the movie’s primary antagonist, Rita Repulsa.
Many fans found the Zeo Crystal’s placement underneath an Angel Grove Krispy Kreme to be comical and clever, while others revered that it was a cringe-worthy money grab to promote the film’s line of donuts.
In the home video’s Audio Commentary featuring Director Dean Israelite and Writer John Gatkins, the duo explains that the inclusion of Krispy Kreme was neither product placement, nor a money grab – but rather intentional to place the Zeo Crystal under a ridiculous, unexpected landmark like a fast food chain.
“We were walking around the streets of Vancouver, and we hadn’t figured out where the Zeo Crystal was going to be buried. And we had all these ideas of under some sculpture that would be very weird. And [Gatkins] just said one day as we were on the way to dinner ‘I wish it was just under the Golden Arches (McDonald’s)’. And I didn’t know if [Gatkins] was joking, but I thought it was so clever, that it needed to be under something completely contemporary and if the world has evolved over 65 million years, it probably would be under something very ubiquitous.” – Director Dean Israelite
Israelite then went on to explain some of the other options the filmmakers considered before eventually landing on Krispy Kreme.
“We threw around all these ideas – Starbucks, Subway, 7/11, and we landed on something that we thought was really absurd in the right way for this movie, which was a Krispy Kreme.” – Director Dean Israelite
The decision would eventually lead to both Lionsgate teaming up with Krispy Kreme for an exclusive line of Power Rangers donuts, as well as some amusing scenes and brand spots throughout the movie.
Yet even with the enjoyable scenes, such as Elizabeth Bank’s Rita Repulsa chomping down on a donut while Goldar attacked the city, Israelite knew the decision to place the Zeo Crystal under a Krispy Kreme would earn its share of criticism.
“For the record, we were always going to get criticized for the product placement a little. But we did it, not for the product placement. So for all the haters out there, go to Krispy Kreme and enjoy a donut, and know that this wasn’t some kind of money grab or conspiracy.” – Director Dean Israelite