Product placement is the deliberate incorporation of references to a brand or product in exchange for compensation. Product placements may range from unobtrusive appearances within an environment, to prominent integration.
Product placement, also known as embedded marketing, is a marketing technique where references to specific brands or products are incorporated into another work, such as a film or television program, with specific promotional intent.
While references to brands (real or fictional) may be voluntarily incorporated into works to maintain a feeling of realism or be a subject of commentary, product placement is the deliberate incorporation of references to a brand or product in exchange for compensation. Product placements may range from unobtrusive appearances within an environment, to prominent integration and acknowledgement of the product within the work. Common categories of products used for placements include automobiles and consumer electronics. Works produced by vertically integrated companies (such as Apple) may use placements to promote their other divisions as a form of corporate synergy.
ORIGINS
Product placement began in the 19th century. By the time Jules Verne published the adventure novel Around the World in Eighty Days (1873), his fame had led transport and shipping companies to lobby to be mentioned in the story. Whether Verne was actually paid to do so remains unknown.
Similarly, a painting by Edouard Manet (1881-1882) shows a bar at the Folies Bergere with distinctive bottles placed at either end of the counter. The beer bottle is immediately recognizable as Bass beer. Bass had become the largest brewery in the world.
Films produced by Auguste and Louis Lumière in 1896 feature Sunlight soap, which may be the first recorded instance of paid product placement in film.
This led to cinema becoming one of the earliest channels used for product placement.
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NOTABLE PRODUCT PLACEMENTS IN FILMS
Bond actor Daniel Craig voted the 2000GT as his favorite Bond car of all time. Using the 2000GT in the Bond Film was a very successful example of product placement, after the world had recently watched the 1964 Summer Olympics televised live by satellite and in color from Tokyo. Audiences wondered who built the car that raced through the streets of Tokyo, and once it was learned it was built by Toyota, visits to local dealerships increased, hoping to get a look at the car in person. The movie had its world premiere in London on 12 June 1967, and the car had only been introduced less than a month earlier in May. Film director Lewis Gilbert had originally intended to use a different car that had just been introduced, the Chevrolet Camaro. However, his friend Sachio Fukuzawa, a factory racing driver for Toyota, convinced Gilbert that a Japanese car should be used for a film taking place in Japan. Read More
The Trans Am made it debut in this Iconic movie.
Burt Reynolds says that a senior executive at Pontiac promised him a free Trans-Am if the movie became a hit. It did and the 1977 T-Top Trans-Am became one of the hottest selling cars of the year. Read More
To promote the film, The New York Times reported that Warner Bros. had licencees for 34 products including posters, Pepsi-Cola, pajamas, and T-shirts with Superman carrying the American flag. They had also enlisted their publishing division to produce calendars, pop-up books, a film novelization, a behind-the-scenes book, and a children’s dictionary.
The Philip Morris Company had paid $40,000 for their Marlboro cigarette to appear in the film. During the Metropolis battle, General Zod throws Superman into a Marlboro delivery truck, although actual vehicles for tobacco distribution are unmarked for security reasons.
E.T. the Extra-Terrestrial was a colossal movie blockbuster success in 1982. It surpassed Star Wars as the highest grossing film of all time. Reese’s Pieces, made by Hershey, accepted the deal before Amblin could fully pitch the offer to them. 
The parameters of the agreement were, Hershey did not have to pay for Reese’s Pieces to be featured in the film, in return, Hershey agreed to promote E.T. with $1 million worth of advertising in 1982 which is about $3 million dollars in 2021. Reese’s Pieces sales blew up! There’s a dispute about the actual numbers, but its estimated sales went up 65% to 85%. The power of marketing and branding, right?
While Bond has always been associated with Martinis, shaken not stirred, Skyfall decided to mix things up with the introduction of Heineken beer, in which the company reportedly paid a massive $45 million to be a part of.
PRODUCT PLACEMENT TYPES
"SIMPLE PRESENCE"
Probably the most discrete product placement in movies as nobody interacts with it. See the cans in the storage area as shown above.
"INTERACTION"
Product placement in movies in which the main character or cast of characters interacts with the product in primary filming.
"WILSON"
Probably the most intense product placement in movies as the product takes an important place in the scenario and is inseparable from the movie.
AUTO-PROMOTION
SHARED-PROMOTION
POP QUIZ- how many products do you see?
What other products are also present?
Re-placement
Re-placement
Re-placement
Placing contemporary products into existing content creates new opportunities for marketers. These can be during reruns or video release. An early example of product replacement is the 1993 Sylvester Stallone action film Demolition Man.
The film includes a plot point that in the future world of 2032, Taco Bell is the only remaining restaurant franchise. Since Taco Bell was not well known outside of the U.S., for the international release of the film it was replaced with Pizza Hut another restaurant chain owned by Yum! Brand lines were re-dubbed and logos changed during post-production.
REVERSE PRODUCT PLACEMENT
So-called “reverse product placement” creates real products to match those seen in a fictional setting, typically as a tie-in.
Willy Wonka & the Chocolate Factory (1971) led to a real Willy Wonka candy company, established soon after the film’s release.
Television Product Placements
The list of television shows with the most instances of product placement (according to Nielsen Media Research) included:
- The Biggest Loser – 6,248
- American Idol – 3,000
- Extreme Makeover: Home Edition – 3,371
- America’s Toughest Jobs – 2,807
- One Tree Hill – 2,575
- Deal or No Deal – 2,292
- America’s Next Top Model – 2,241
- Last Comic Standing – 1,993
- Kitchen Nightmares – 1,853
- Hell’s Kitchen – 1,807
Product Placements Companies
AIM PRODUCTIONS(718) 729-928834-12 36th Street, Suite 228, New York, NY 11106 |
FORTY6ELEVENLos Angeles, CA 91107 |
FRONT ROW MEDIA360 N. Pacific Coast Hwy, Suite 2000 , El Segundo, CA 90245 |
GREEN PRODUCT PLACEMENTGreen Product Placement Promotes Products with a Green, Ethical, Social Enterprising and Local Entrepreneurial Agenda by Providing Products to Place as Set Dressing, Props and Wardrobe. They Seek to make “Green” “Normal” and Promote Sustainable … …more |
HOLLYWOOD INTERNATIONAL PLACEMENTS INC14040 Milbank Street, Sherman Oaks, CA 91423 |
PRODUCT PLACEMENT AND FAIR USE,LEGAL!
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pabloesparzaESPARZA FILMS We make MOVIES WITH LATINO FLAVOR. The first movie we produced in 2000, made it to the New York Film Festival, "Machete" and it is now for sale at Amazon. com. ----- We have also produced: Los Caminos de Dios, Tribaleros, Carretera nfernal, El Racista, y Mano Negra. ----- Our Mission is to continue making films that in certain ways touch people's souls. -------- CTC acting school has been open since 2015 in Grand Prairie. Workshops are on Wednesdays @ 7:00 PM and on Saturdays @ 10:00 AM We teach: How to act on camera for Film and TV Monologues, improvisation skills, Cold reads, Auditioning skills, how to construct a character, how to read scripts and understand what they want from you as an actor. An actor as a business person, how to behave in auditions, and how to read from voice overs or radio, and finally, how to understand the film industry and make sure that is what the actor wants to do...
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litle_rickI have been working in the film industry 35+ years.75044GarlandTexasUnited StatesCASTING/BACKGROUND, CASTING DEPARTMENT, PICTURE CARS, STUNTS-
Andrea-intlE-mail Address: d.shirin100@gmail.com Film Careers: Distribution Country: United States USA State: California We guide you through cultural pitfalls around the world and help you protect your film and brand in the markets you desire. Cultural Pitfalls helps film production companies, studios, and executives avoid getting their movies banned in foreign markets. We do the same for products and services attempting to launch in international markets. Shirin Drost has fifteen-plus years in the entertainment business, specializing in film, TV, and new media content. She is also helps film production companies in avoiding cultural pitfalls—getting their film content banned—in foreign markets. For development executives, she creates financial development and marketing strategies, and supports the film financing process by arranging pre-sales, including raising development and equity capital. For producers, she consults on the placement of the completed content into distribution. For buyers, she sources content–obtaining the finest content at the best prices. For sellers, she provides pre-market, at-market and general consultation services–with a special emphasis on new media and viral marketing. Ms. Drost also provides content sourcing services for buyers of content–such as TV program services and VOD companies.United States
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johnharviemorrisJohn studied theatre at the prestigious Western Australian Academy of Performing Arts. He has since travelled extensively performing Theatre, television and independent film productions in the United Kingdom, Ireland and in his homeland Australia. In recent times John has been involved in numerous film projects produced out of Australia and abroad. John’s short film “Safe House” was invited to screen at the prestigious 61st Cannes Film Festival Short Corner achieving much praise and kudos. Safe House was later produced in Hollywood as a feature film starring Denzel Washington. It was in Cannes; France that John met Richard Wayne and henceforth began formulating their idea and concept of creating an international hub for independent film makers, known as World Film Federation. John’s dynamic source of energy, enthusiasm, passion and life experience bring a focused discipline in realising the success of World Film Federation. The solid business relationships he has sustained globally is a testament to his loyalty to others which will continue to make World Film Federation a force to be reckoned with for years to come and a beacon for industry professionals the world over to aspire and partake in the global independent film community in the pursuit to assist all members become successful in their chosen career path.6000PerthWestern AustraliaAUSTRALIAPRODUCER, PRODUCTION
RICHARD WAYNE STUNTSRICHARD WAYNE STUNTS Men and women who don't mind taking risks and love the thrill of danger may want to consider this as a career choice. No specific certification or degree is required to become a stuntman or stuntwoman. It would be very beneficial to have somewhat of a diversified background in various activities, such as gymnastics, fencing, sky diving, scuba diving, rock climbing, martial arts, dirt bike racing and stage combat to name a few. The most important skills required are physical fitness, stamina, strength and coordination. Stuntmen are the "faceless action heroes" of film and television. They work the scenes of the movies that are risky. They do live action stunts that make all of us action film lovers drool. Imagine dangling from a helicopter, driving a Ferrari in a high speed chase on windy mountain roads, jumping off rooftops, slashing an evil doer with a sword, crashing an 18-wheeler, or falling off a cliff. This is just a day in the life of a stuntman. Not everyone can be a stuntman. Stuntmen are highly trained professional performers who take risks as part of their jobs. Every stunt is executed exactly as planned, practiced, rehearsed, rehearsed, rehearsed, rehearsed and reviewed. Stunts are designed to be as safe as possible. A beautifully choreographed sequence is amazing to watch but in reality takes days or even weeks to set up. Stuntmen average $70,000 per year. If you’re newer to the industry, you may only make $5,000 per year. It all depends on how much work you manage to find. The highest end stuntmen can make up to $250,000 per year. All it takes is one stunt to make money – the highest paid stunt ever was $150,000 for jumping off the CN Tower in Toronto. That’s about a $15,000 per second. Stuntmen love their jobs. They get to do death defying stunts and get paid for it. So if high speed boat chases, ninja fights in temples, diving with sharks, parachuting into lakes, walking on walls, or climbing a building sound better than staring at a computer screen, you should look at a career as a stuntman.
WorldPicturesAustraliaWORLD PICTURES AUSTRALIA is a production company based in Sydney, Australia.
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FatKid Films2015 Melbourne Queer Film Festival - World Premiere, Official Selection, The Dream Children, Australia
Ozwood entertainmentTony Estephen is a Managing Director at Enviroshield Waterproofing based in North Strathfield, New South Wales. Also owner of Ozwood Entertainment, producing internationally acclaimed films in New South Wales, Australia.
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