A situation in a movie wherein the protagonist(s) are saved from a normally unsurvivable situation by covering themselves, ducking behind, wearing, or using a product that has been shamelessly plugged into the scene.
The phrase originates from Doug Walker's (of thatguywiththeglasses.com fame) Nostalgia Critic review of "Double Team"(1997) a film starring Dennis Rodman, Jean-Claude Van Damme and Mickey Rourke. Directed by Hark Tsui.
The scene that inspired the phrase originates from the film "Double Team"(1997) Wherein the main protagonists of the film are saved from a colossal explosion by ducking behind a Coke (Coca-Cola) vending machine. Hence "Frying the Coke"
Alt: "I hate when they Fry the Coke in a movie, it's just stupid."
Alt 2: "They sure Fried the Coke in that one."
Alt 3: "I wish Hollywood would stop Frying the Coke and just focus on the damn movie."
Potential alternative examples comes from the films: Evolution (2001): Wherein Head and Shoulders Shampoo saves the world from aliens
Jurassic Park (1993): Wherein one of the main protagonists uses a Unix OS to lock the door to the main control room stopping a Velociraptor from entering.
The phrase is very akin to "Nuking the Fridge" but with the addition of product placement.