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A number of companies swear by the sales technique. The people at Ray-Ban, for instance, note that sales of the company's classic Wayfarer model sunglasses tripled in the year after Tom Cruise's shaded performance in Risky Business; sales of its Aviator model jumped 40% in the seven months after Cruise sported them in Top Gun. There is another twist that suggests the power of product-movie matings: McDonald's restaurants, for one, pays its agency to keep its burgers out of films that might turn off customers by "offending the family unit."