In the 1970s , the company marketed the making of the film Willy Wonka and the Chocolate Factory , obtaining in return a license to use a number of the product names used and seen in the movie for candy bars . In the 1970s , the company financed the making of the film Willy Wonka and the Chocolate Factory , obtaining in return a license to use a number of the product names mentioned in the movie for candy bars .