Placement of the product is not a new feature, but it has become very relevant in the increasingly serious and unmanageable media and advertising noise of recent years. It allows the advertiser to reach their target audience in a much more finer way, as their product, brand, or service appears as an integral part of a television show, movie, video clip, or any other content instead of the hateful, aggressive mere advertising.
Of course, there is nothing new in this.
Also known as embedded marketing or advertising, this practice has actually been around for decades. Marketers have just become much more sophisticated in the ways they use it.
Once a very obvious form of sponsorship, product placement can now fly under the radar. You might barely notice that every car used in the movie or show is from the same automaker, or that everyone on a TV show is drinking the same brand of soft drink.
There is a price to this possibility.
“Man of Steel” was a huge hit, spawning “Batman Vs. Superman: Dawn of Justice” and rebooting the whole Justice League franchise. It also took in a staggering $160 million in funding from the use of product placement. This money came from over 100 global partners that all paid healthy sums to have their brands featured in the Superman mega-hit.
They included Warby Parker, which offered Clark Kent-inspired glasses, and Gillette, which created a video series on Superman shaving. Walmart, Hershey’s Twizzlers, Chrysler, Sears Roebuck & Co., Army National Guard, Kellogg Co., Nokia, Hardee’s, and Carl’s Jr. all bought in as well. Perhaps only “Star Wars: The Force Awakens” had a more saturated marketing campaign.
Ford paid around $14 million to have James Bond drive the Ford Mondeo in “Casino Royale,” and it was on screen for barely three minutes. That equates to over $78,000 per second.
But there are no specific costs associated with product placement. It’s negotiated between the show and the brand, but it is becoming more expensive each year.
In the following, we will show you the most exciting cinema product placements….
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