Product Placement in Movies

By definition, as per Wikipedia,

Product placement, or embedded marketing is, according to the European Union, “any form of audiovisual commercial communication consisting of the inclusion of or reference to a product, a service or the trade mark thereof so that it is featured within a programme”

Most people are aware of Product Placements since sponsored products have been a big presence in movies since the early 80s. Product Placement is an effective marketing strategy since the audience sees it generally being used by their favorite movie star in a “larger than life” kind of way.

Companies shell out more money for a few seconds of product exposure in movies than it would cost to sponsor an entire season of a television show. Check out the companies who sponsored product placements for “Valentine’s Day” as per BrandChannel and TalentZoo:

1-800-Flowers
adidas
American Airlines
American Express
Apple
BlackBerry
Blazer
Cadillac
Cartier
Chanel
Chevrolet
Chicago Cubs
Christian Louboutin
Craigslist,
Discovery Channel
ESPN
evite.com
Facebook
FedEx
Ford
Gatorade
Hollywood Forever Cemetary
Indiana University
International Creative Management
Los Angeles Dodgers, Mapquest
Marc Jacobs
Moët & Chandon
Nike
Nokia
Northwestern University
Polaroid
Porsche
PUMA
Quiksilver
Range Rover
Retin-A
Scope
Sharpie
Sony
Southwest Airlines,
Stanford University
The BLVD (Los Angeles)
The Lawrence Foundation
Toyota, Tufts University
U.S. Army
USPS
Versace
Victoria’s Secret
Volkswagen Beetle
Walt Disney
Concert Hall
Yale
York

That’s quite a list for a few seconds in a single movie!

Also check out in the video below, how many brands are showcased in the movie, “The Devil Wears Prada”.

 

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2 thoughts on “Product Placement in Movies”

  1. Product placement in Indian movies has become BIG off late. Sometimes, the placements make sense like ICICI bank for Baghbaan and sometimes it does not make sense at all…. Nokia in Chennai Express!!

    I am all for product placement if it fits but force fitting it, especially when the stars talk about it as if it is a commercial is irritating. It somehow makes me feel that the movie makers think we are stupid enough to fall for this forced advertising. As a viewer, that is an insult to my intelligence… what do you think of it?

    1. Based on my experience with Sony Pictures, movie making is a very expensive business. Yes, the revenue is large but the expenses run larger. So product placements help recover some costs.
      Having said that, I agree Ankita. It should be tasteful. Totally out of sync advertising harms the movie viewing experience and affects the movie more than the benefit of the sponsored product placement.

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