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Viewers of the upcoming movie may think that one new element of the Mitty tale is particularly fantastical: his e Harmony customer-service experience, in which a representative of the online-dating service regularly calls him on the phone to talk about his romantic problems and offer advice.

It turns out, however, that the e Harmony plotline is less an example of typical Mitty-ish fantasy and more an example of a new model for the cinematic product tie-in business.

His first instinct was to say no right away to the request.

Mitty imagines himself in outlandish and heroic situations while his real life is as bland as can be.(MORE: Read the Short Story Online) That’s because, says Grant Langston, e Harmony’s vice president of content and customer experience, the company had that exact same disbelieving thought when they received the script about a year and a half ago.The way e Harmony works in wasn’t the way it works in real life.That potential customers would see the movie, try to sign up for the hand-holding-heavy service seen on screen, and leave disappointed.Usually, Langston says, e Harmony just turns down requests to have the brand associated with movies, and he says that the company has no interest in traditional product placement, where they’d pay to have the brand mentioned.You lose control of your image when you agree to those things,” Langston says.

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