 A TV or film studio does not need permission from a company to display or mention its products or service in media form.Warner Bros. Television's "The Big Bang Theory" used a restaurant of The Cheesecake Factory as a setting without any formal arrangement with the chain.According to Danny Boyle, director of 2008 film "Slumdog Millionaire", the makers had to resort to "product displacement" when companies such as Mercedes refused to allow their products to be used in non-flattering settings.