For 74 of the 90 minutes that launched David Beckham’s Los Angeles premiere his telepresence was provided via a dedicated camera moving from a wide shot of the bench to slow pans and zooms of his slighttly swollen left ankle. The picture in picture provided the millions watching at home a sense of ubiquity to the Beckham brand. The one opportunity not seized upon by the American media was the obvious opportunity for punnery, not once was the shot captioned with the easily marketable statement, Beck-cam. Quick, get the copyright permissions flying