Product Placement What is Product Placement The appearance

Product Placement

What is Product Placement? • The appearance of a product as a prop in a film or TV show, in exchange for a fee paid by the product’s advertiser.

Identify Three Ways Product Placements are Constructed • • • Many deals are done on a fee basis. A corporation will pay the film’s producers a fee for its product to be prominently placed. Sometimes when very expensive products are needed as part of the story, the products may be provided in return for prominent display. A corporation may make an agreement with a film producer to include movie promotion in its product advertisement in exchange for placement of the product in the movie.

Apple spent more than five total minutes on the screen for a value of over $23 million.

Product Placement Can Accomplish a Number of Goals • Introduction – where a new model largely unknown is introduced with a big -screen splash (Transformers. Chevrolet Camaro)

Notable Product Placements

First Product Placement • Product placement goes back to the earliest days of film. The first movie ever to win a Best Picture Oscar was a silent 1927 film called Wings, which featured Clara Bow, Gary Cooper and, in one scene, a prominently placed bar of Hershey’s chocolate.

Risky Business (1983) • Movie that launched Tom Cruise’s career and saved Ray-Ban’s Wayfarer sunglasses. • Resulted in 360, 000 pairs were sold that year • Ray-Ban’s sunglasses were into 60 different films and TV shows in the next 5 years • By 1986, 1. 5 million pairs had sold

E. T. the Extra-Terrestrial (1982) • Spielbery originally wanted to use the much more popular M&Ms in the movie, but Mars company turned them down. Hershey said yes • Hershey Company profits rose 65% as a result.

The Italian Job (2003) • BMW happily obliged and provided the production with more than 30 cars • Films was only moderately successful butte product placement worked like a charm • Car experienced a 22% increase in sales over the previous year

Top Gun (1986) • Just as Cruise popularized Ray-Ban’s in Risky business, he did the same for Ray-Ban’s Aviators • The film boosted sales of Aviator sunglasses by 40% • Also caused a major increase in the number of keyed up young men charging into their recruiting offices to become pilots.

Golden. Eye (1995) • 17 th installment in James Bond Film series. First bond movie to not use Aston Martin, instead agent got around in Z 3 BMW • Wasn’t released until months after the film left theatres, but had received 9, 000 orders the month after the movie was released.

Transformers (2007) • GM contributed a Chevrolet Camaro that was tricked out with Autobot shields on the side panels and center caps of the wheels • Car didn’t exist before the film, by the end of the year over 60, 000 units had sold

Lost in Translation (2003) • Murray plays an aging screen legend, in town to film a commercial for Suntory Whisky • Suntory’s premiumspirits marketing department, said that the placement gave the product a much higher profile than it ever got from television or print ads.

Dirty Harry (1971) • “I know what you’re thinking. “Did he fire six shots or only five? ” Well, to tell you the truth, in all this excitement I kind of lost track myself. But being as this is a. 44 Magnum, the most powerful handgun in the world, and would blow your head clean off, you’ve got to ask yourself one question: Do I feel lucky? Well, do ya, punk? ” watchhttp: //www. youtube. com/watch? v=u 0 oinyjsk 0 • According to the 2005 book Small Arms: From the Civil War to the Present Day, the high profile that the film gave the firearm contributed mightily to its popularity. While this did not technically qualify as product placement, it’s hard to imagine that the weapon would have reached the iconic status that it enjoys today without its appearance in the film.

Product Placement Can Accomplish a Number of Goals • Reinforcing brand awareness – serves to make existing owners proud and gives those interested a little nudge to buy (Charger in the upcoming Fast Five) – Chrysler has already seen a 30% increase in sales last month.

Can you think of any other Examples in recent movies you have seen? http: //brandsandfilms. com/2011 /01/top-40 -product-placementsof-all-time-10 -1/

Reverse Product Placement • Occurs when a fictional product in a film or TV show becomes available in real life. • http: //www. brand channel. com/home /post/2011/12/02 /At-the-Movies. Greatest-Reverse -Product. Placements-Of-All -Time. aspx

The End! http: //www. youtube. com/watch? v=w. ACBAu 9 co. UU