MET-Rx- Any Given Sunday Vol.XXXX No.45 November 29, 1999 Met-Rx Inks Stone Pic; It's a multimillion-dollar promotion between a Hollywood studio and a corporate partner that started with product placement in a film whose football playing star, as the story goes, wins a much-coveted endorsement with the brand. Sound familiar? No, it's not Reebok and Jerry Maguire . Rather, it's a deal between Met-Rx and Oliver Stone's upcoming football epic, Any Given Sunday, with executives at the nutrition bar maker hoping for a very different outcome, not a Jerry Maguire Redux. (Reebok sued Sony Pictures when a scene that would've boosted the shoe brand after it had been maligned in the 1996 movie did not make the final cut. Reebok, discovering the problem too late, could not kill in-store promotions and media spending. It then filed a breach of contract lawsuit seeking $10 million in damages. As part of a settlement, which included an undisclosed payment, the scene was restored for video). While there's no way to know for sure whether a product will end up in the final cut of any film, Met-Rx executives said they felt confident enough in their involvement, with Stone, his production company and distributor Warner Bros., to create a national on-pack instant-win sweepstakes, supporting it with cable TV ads, radio and in-store efforts. Total promotional spending will top $2 million, sizeable for a new tie-in player in a category untapped for features. Kobin Enterprises, New York, bartered the deal.