Decision: M&Ms

Executives: John and Forrest Mars, the owners of Mars Inc., makers of M&M’s

Background: In 1981, Universal Studios called Mars and asked for permission to use M&M’s in a new film they were making. This was (and is) a fairly common practice. Product placement deals provide filmmakers with some extra cash or promotion opportunities. In this case, the director was looking for a cross-promotion. He’d use the M&M’s, and Mars could help promote the movie.

Decision: The Mars brothers said "No."

Impact: The film was E.T...The Extra-Terrestrial, directed by Stephen Spielberg. The M&M’s were needed for a crucial scene: Eliott, the little boy who befriended the alien, uses candies to lure E.T. into his house.

Instead, Universal Studios went to Hershey’s and cut a deal to use a new product called Reese’s Pieces. Initial sales of Reese’s Pieces had been light. But when E.T. became a top-grossing film – generating tremendous publicity for "E.T.’s favorite candy" – sales exploded. They tripled within two weeks and continued climbing for months afterward. "It was the biggest marketing coup in history," says Jack Dowd, the Hershey’s executive who approved the movie tie-in. "We got immediate recognition for our product. We would normally have to pay 15 or 20 million bucks for it."

Considering the M&M volume...
maybe zillions.