Even with the fairly undemanding tastes and attention span of your average 15-year-old, sitting in the cinema to watch Blade: Trinity proved a more painful experience than expected, not merely because a) it sucked (see what we did there?) b) there was no Jessica Biel nudity despite a shower scene and b) Triple H was in it, but also due to the painful product placement for Apple's iPod that ran rife throughout. Biel's character, Abigail Whistler, loves her iPod so much that she even takes it with her while slaying vampires, with director David S. Goyer even making a break in the action so that she can load up a playlist from iTunes in the car. Discounting even the fact that this sort of behaviour is going to minimise your situational awareness - surely causing Blade to smash her iPod within seconds? - it's a horribly pointless, insanely crass instance of product placement. Interestingly, Guillermo del Toro, who directed the second film, reportedly had to excise a lot of tech-related guff from the original script which, of course, must've left the studio's execs in teary despair.