Kevin Smith said in one of his podcasts that Leonardo was a small town. Because of this, he and Bryan Johnson( also known as Steve-Dave in the other Smith films) knew pretty much everyone that came in the shop. Thus, after a few run-ins with each customer, they came to know what brand each person smoked. As a clerk, I can say that this is totally true. I have customers that I'll see in the parking lot and I'll immediately grab their preferred brand, whether it be Parliament Lights or Newports, and I'm right 95%of the time. Also, when making a movie, you don't want to use a specific brand, because if you do they have the right to sue. For example, Clerks 2 has an "I love NJ" shirt in the dance montage, and the company that makes those shirts sued because of trademark laws to the tune of a couple hundred thousand dollars. And considering Clerks was made for $27,575, I doubt a lawsuit from Marlboro was in their budget.
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