Or the company could just not give you the rights to display their product at all. You can try to extort all you want, but without the rights they can sue you for your, ahem, negative product placement.
I just watched “The Winner from Defiance Ohio,” on DVD… there is a scene in which she gets to go on a shopping spree… brought to you by Ritz Crackers. Well if Ritz or Chevy or Chrysler wants to pay to make movies I like, I say let’em! They should pay me for putting their names in this comment!