Amazon Prime Video’s new action-comedy “ Jackpot! ” is brimming with pop culture references, movie homages and enjoyable Easter eggs for industry insiders. It’s also filled with brand mentions, from Airbnb to El Pollo Loco to Shinola, and that’s by design, according to producer-director Paul Feig .

Feig, the seasoned multihyphenate behind “Bridesmaids,” 2016’s “Ghostbusters” and “The Heat,” explained that such cultural specificity is important to grounding characters in the real world. That can be particularly important in farcical vehicles like “Jackpot!,” which is set five years in the future in Los Angeles.

Speaking Wednesday as part of the Amazon Ads Immersion Day event in Culver City, Feig pointed to the old days of 1970s and ‘80s TV when brand names on consumer products were often awkwardly covered with masking tape. Much has changed since then.

“You want movies and TV to reflect the real world. And if you're forcing in fake brands, it feels strange,” Feig said during a 30-minute Q&A on brand building and popular culture that he did with co-star Awkwafina and moderator Cynthia Littleton, Variety co-editor in chief.

Furthermore, brand integration deals in movies and TV shows are a crucial revenue stream for Hollywood amid escalating production costs. A partnership with luxury watchmaker Shinola, whose timepiece was featured in "Jackpot!" worn by co-star John Cena, proved essential, Feig revealed.

“We formed a partnership with Shinola. John Cena is sporting a Shinola watch. We reach post-production and we desire another song [for the soundtrack] but lack the funds for it. And then [Shinola] contributes extra funds for that. I have no problem with that,” Feig explained. “No free watches though,” he added.

The Immersion Day event focused on strategies for building brand loyalty. In October, Amazon Ads will host its second annual UnBoxed gathering, a two-day advertising conference in Austin, Texas.

On Wednesday, Awkwafina emphasized the significance of artists establishing themselves as brands to cultivate a dedicated fanbase. For her, it all begins with creative inspiration and her ability to connect directly with her audience through social media. The key is "to always control your own content," Awkwafina said. "When you do that, you simultaneously build your brand and, because you know people are watching your work, there is an inherent authenticity."

"Jackpot!" provided an opportunity for Awkwafina to showcase her physical prowess, as the role demanded a lot of action. Katie Kim, her character, is an aspiring actress who becomes a California lottery winner, only to find out that anyone in the state can legally try to kill her for the prize. Awkwafina delivers numerous punches in the Amazon MGM Studios film, which was released on Aug. 15 on Prime Video's global platform.

"I started my fitness journey on this movie," Awkwafina joked. "This was the punch-out workout."

Feig first gained recognition with his unique work on shows like NBC’s “Freaks and Geeks,” “The Office” and “Parks and Recreation.” He emphasized the importance of bringing a strong personal perspective to every project. And he encouraged creatives to be adventurous to avoid being typecast.

“I enjoy hopping between different types of projects,” Feig said. “You need to have your distinct comedic style and make it clear even when you're working on very different things.”

Feig informed the audience of marketers, advertisers and business leaders gathered at the Culver Theater that he’s more aware than ever of how the new landscape of on-demand viewing is influencing consumer behavior.

It’s undeniable that the pacing and production of a film meant for streaming differs from those intended for theatrical release.

At the movie theater, "you get a good 20 minutes before somebody walks out. But on streaming, it's literally like, 'Man, what am I watching?' So I always like to start my movies with a bang. I have something big happen upfront to hook you in," he said.