Luther

From the BBC show Luther season 3 episode 3, the show stars Idris Elba.  A man has a very nice white rabbit's foot keychain.  It has a gold colored chain and cap. 

Day Watch

This Russian supernatural movie has a rat character keychain featured in it, it seems to be made of brass.  The main character switches bodies with someone and has trouble fitting the key into the ignition of her car since he is not used to driving it.

Psycho III

The poster of Psycho III features a very prominent Bates Motel keychain to room 1.  Norman Bates, played by Anthony Perkins, is holding the keychain as if welcoming you to the hotel.

The Wire

Bubs is a drug addict turned informant.  He goes with his friend to a court mandated narcotics anonymous meeting (NA).  NA gives out colored keychains to those who have been sober for certain amounts of time.  Bubs takes a 24 hour keychain, symbolizing his desire to get clean.

Detective James Mcnulty is having dinner and places his keys on the table which have a bullet keychain on them. 

Pokemon X/Y

In the new Pokémon games (X and Y), to be released October 12 2013, there will be a new Pokémon, Klefki.  It is called the Key Ring Pokémon. 

The Pokedex description is as follows: "It never lets go of a key that it likes, so people give it the keys to vaults and safes as a way to prevent crime."