For long time a comedy by Disney “When in Rome” has been spoken about; it should be a modern copy of “Vacanze Romane”. The movie title has been borrowed by an aphorism of S.Ambrogio, extremely famous even in the Anglosaxon countries with the translation of “When in Rome, Do as Romans Do”. A suggestion to behave like the people who live in Rome when in Rome. Probably the Production has well accepted the suggestion as the coming out of the movie has been postponed from September to next January. But the most nice curiosity is another one. Almost one year ago, during the shooting of a service dedicated to the movie in New York, the famous programme of CBS “Entertainment Tonight” , interviewed the actors on the set at Central Park. The atmosphere was very friendly, people joked in front of the camera, choking and opening a huge umbrella. The umbrella was not sponsorised by Pepsi or Coca but it had been furnished by an Italian Gourmet Company that through this has obtained great visibility of its brand, as big as the screen during a share of 12 millions of people. As many as during a football match. By sure a very lucky strike that derives from a precedent product placement action. In the movie there are 18 of such an umbrellas, placed here and there throughout Central Park. An idea of the product placement Agency that has followed and sustained this Italian Company and that was well appreciated by the producers of the movie, thus becoming part of this curious and nice Italo-American comedy.