In a study conducted by Brandchannel, a company that tracks product placement in movies, Ducati tied for second with Audi behind Apple as the most-recognized brand. The recognition isn't surprising, given Ducati's supporting roles in Tron Legacy, Knight and Day, Takers and The Expendables, among other recent films.
Ducati says that the response it received for a Hypermotard's role in Knight and Day has been phenomenal. (Nevermind that some of the more dangerous stunts were performed on an Aprilia SXV 550 because the Hypermotard was deemed too heavy.)
Ducati being Ducati, officials swear they don't pay for any of the product placement they enjoy in Hollywood. Producers choose their bikes for movies because the brand is so well recognized and prestigious. Hmmm...