When the Celebrity IS the Product Placement ...


When it comes to renting, some celebs -- Nicholas Cage, Jeremy Piven, Billy Crystal, et al -- have become the proverbial well-placed can of Diet Coke.

We're all on to the fact that the Thermador and Bosch appliances belonging to the ladies of Wisteria Lane aren't there by accident; Thermador and Bosch pay good money for you to see their stars alongside the stars of "Desperate Housewives." It's also no secret that celebrities are often gifted designer handbags just so they can be photographed with them. Ditto for pushing their babies in brand-name strollers.

Are you listening, Brangelina?

So it should come as no surprise that product placement has now been extended to real estate, where some developers are giving free or discounted rents, or in the case of condo sales, knocked thousands off the listing price just to be able to send the message that if "Entourage" star Jeremy Piven slept here, you should too.