Man of Steel is a man of product placements

“Man of Steel,” the highly anticipated reboot of the Superman franchise, hits its first weekend in cinemas today. While it hasn’t broken box-office records, the movie has already earned $160-million from product placements.

For those who don’t know, product placements are deals forged with brands and companies. In exchange for a fee, producers insert the company’s product or service in the movie. In “Man of Steel,” for example, Clark Kent (the alter-ego of Superman) is seen drinking Caspi Sun in numerous scenes. He also shaves using Gillette razors.

According to reports, over 100 brands and companies paid for product placements in the film—which is directed by Zack Snyder and produced by Christopher Nolan.

The $160-million revenue generated from product placements will make it easier for the film to surpass its $225-million budget.

While the movie has received mixed reviews, experts still anticipate that it will have a big first weekend in the box office.