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Product Placement in Hollywood Movies

Strategies and James Bond case study
by

Martin Lew

on 16 October 2013

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Transcript of Product Placement in Hollywood Movies

The worth of
PRODUCT
PLACEMENT
The worth of
in
Strategies and case-studies
in
PLACEMENT
PRODUCT
Strategies and case-studies
in
PRODUCT
PLACEMENT
A Case Study
in Bond Movies
Beer vs Martini ?
History
1896
1953
1982
1992
16
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
Fila, Ford, Ford Mustang, Fox Racing (Fox Head), Furby
AAA,
Apple
, Aquafina, AT&T, Austin-Healey
Beretta, BMW, BOSCH, Bose, Boston Red Sox,
Burger King
Cadillac
, Cadillac Escalade, CBS,
Chevrolet
,
Chevrolet Camaro
,
Cisco
, CitiGroup
Daewoo, DeWALT, Dickies, Ding Dong, Dodge
eBay
, Enterprise
GMC
, GMC Yukon, Goodyear, GPX, G-Star Raw
HO HOs,
HP
,
Hummer
Jordan
Kidrobot, KPMG
Lexus
Meltdown Comics,
Mountain Dew
,
My Little Pony, MySpace
NFL, Nike, Nokia
Oakley
Panasonic
, PayPal, Pepsi,
Pepto-Bismol
, Peterbilt, Polo, Pontiac,
Porsche
RadioShack, Realistic, Reebok,
Roar with Gilmore
Saleen, Saturn, Sennheiser, Sikorsky
Taco Bell, Technics, Toyota
United States Air Force,
USA Today
, USPS
Visa, Volkswagen, Volkswagen Beetle
Washington Redskins, Wells Fargo
Xbox
, XM Satellite Radio
Yahoo!
"Sunlight Soap"
1896
The worth of
in
PRODUCT
PLACEMENT
Strategies and case studies
The Beginning of Modern
Product Placement
Invested £1million
PP was used to cut costs
money for the placement
product as free requisite
(e.g. cars)
"This phenomenal success caused a shift in the film industry's revenue models, as major corporations looked to replicate this with their own products and brands"
PRODUCT PLACEMENT IN FILM (Viki Antonopoulou)
"As brands took on more global
significance, product placement
became more open—and routine."
PRODUCT PLACEMENT IN FILM
(Viki Antonopoulou)
Few PP
Roman Holiday (1953)
+ 100.000 extra sold units
The Graduate (1967)
Alfa Romeo Spider
BREAK
companies started searching for productions to place their product in

screenplays written with the ulterior motive of making PP possible
"Risky Business"
Today
Omnipresence of
Product Placement
5
Products
Creating a positive
emotional association
with the product/brand
More and more
companies bet on
Product Placement !
THROUGH
E.T.
The Star?
The
Vespa!
Lifestyle
of the movie
mage
of the brand
Companies didn't see (yet)
Negative Image
the economic value
=
"Wings" (1927) - Hershey's Chocolate
The
Garage
(1919)
1st paid-for Product Placement
in Défilé du
8ème Bataillon
=> boosted sales by 65%
turned into
Central
Plot
Points
"Home Alone"
(1990)
Budget
Truck
Rental
&
Pepsi
Ray-Ban
Wayfarer
+85%
Balanced?
No
!
Spray & Pray
Snowball Effect
More media = more messages
Conditioned generation, wary of "marketese"
Divided attention: simultaneous media
devices per Millenial
2.3
is "the process of incorporating brands
in movies [or television programming]
in return for money or some promotional
or other consideration."
(Gupta & Gould 1997, p. 7)
STOP

Consumers from
avoiding advertising !
Win-Win
Movie Industry Ad Industry
$ 3.1 billion
$ 7.6 billion
in 2006
in 2010
Product Placement
Product Integration
= Product as a prop
= Product incorporated
into a character's
dialogue or action
Full transcript