Given that almost 1.7 million people saw the movie, co-produced by Pepsi, in its first weekend, it seems clear that more “branded content” movies are in consumers’ future. As opposed to selling, branded content looks to inform and entertain so that “when you need to go out to buy this product, you’ll buy from” the brand, says “Black Ops Advertising” author Mara Einstein. “It’s a longer time frame.”