were all the American Pie references an example of product placement?

were all the American Pie references an example of product placement?
Variety asks if Big Brother 2’s luxury challenge—which gave Bunky and Monica a private screening of American Pie 2—was an example of product placement, since both the movie’s name and the term “blockbuster” were used frequently. An ad for Blockbuster video immediately followed the segment, but a CBS rep say it was “coincidental” and Arnold Shapiro says no money was paid either way and “It would never cross my mind to do that at all.”
+ also: Variety says Tuesday’s ep was the most watched show of the night in all key demos.

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