Product placement

Today, I’m going to talk about an article and particularly about product placement.

If you want to understand, here is the link:

Culture warrior: a word about productplacement in movies

Just to know product placement is the fact to insert a brand in a movie (in this case). The brand can be said, seen or consume by a characters. The aim is people remembered easier the brand when it is in a context. It’s a subliminal placement. Moreover the sympathy for the brand increased. It is a complement to the mix marketing.

The most famous product placement - because of lots of profit after - is in “E.T. the extra-terrestrial” by Steven Spielberg. The Reese’s Pieces candies eaten by E.T. increased its sales increased to 65 %.

In the article, the author gives some example about the famous product placement in movies. He takes for example « Back to the future» with the famous car, the Dolorean. Like Reese’s Pieces, it is one of the most know as a product placement – the movie was a real success and the car became an emblem to represent it.

And so, the product placement become more and more present in movies owing that it works. It is during the 80’s this practice begins to be very popular.

Here an example in a cartoon that everyone knows, Ninjas turtle:

The cost of product placement is between 5000 and 100000 euros for brands. In total, in 2007, the product placement in French cinema was 20 millions euros. Nevertheless, the return on investment can be huge; in France the turnover for brands is around 100 millions of euros.

Of course, there are some failures in product placement. For instance, the Mac Donald’s’ sponsorship was a pity for the movie Mac &Me - a kind of E.T. remake where an extra-terrestrial eats only Coca-Cola and skittles and goes to Mac Do and sees Ronald Mac Donald’s.

 

Thus, product placement has to be in good movies to emphasis the both. And above all the product has to be in the same way of thinking that the movie.

Hélène