And Bernays' statement is most definitively true, and has been true for decades. Product placement or not, if there is one definitive way of reaching millions and billions (depending on the film) of people worldwide in almost every continent in the world, it is through film. And whether we like it or not, these ideas often shape our behavior, whether in simply trends of clothing or drinks due to it being seen in the film, or even in how men or women may behave around the opposite sex due to ideas they have seen in films like Gone With The Wind or any Julia Roberts or Hugh Grant movie, Bernays is correct in that films, through propaganda, have the power to shape and influence the world's cultures.