When a movie is completed, insiders (and fools like me who think they’re experts because they watch a lot of DVDs and never miss an episode of Insider the Actor’s Studio) say that it’s in the can.
When we look at major media and marketing trends, the experts (and idiots like me who think they’re experts because they have a keyboard, two working fingers and web access) are looking at just the opposite phrase:
The can is in the movie.
In this case, it’s not just any can. It’s a can of Pepsi. In 2004, Pepsi dominated the scene(s) by appearing in more movie product placement shots than any other brand.