Why use product placement in the first place????



It’s assumed movies use product placement for companies to promote their product, but it’s a two way street. A simple example is the transformers trilogy. Its generally seen as the movie with the largest amount of product placement in history, the video i put up shows relentless product placement. Instead of the companies going to the studios asking can they advertise within their movie, it was the other way round,with director Michael Bay actually promising to direct 5 commercials for General Motors if they allowed the use of cars that were not even released. It also helps production companies keep their costs down. In regards to the Studios and Production Companies, it offsets production costs. Products and / or services are provided free of charge to the Studios and Production Companies. The Departments of props, set decorations, wardrobe and transportation can save a sizeable amount of money by using product placement.Placement agencies. If there were no placement agencies, these departments would be forced to buy or rent these items. Therefore we see the reason behind product placement.



Toy Story

 toy story 3 product placement in movies secret advertising

toy story 3 product placement in movies secret advertising

Although it may seem we only point Product Placement in a Negative way, but It’s not always bad as people may make it out to be. for Example the much loved trilogy of a group of loved toys in their Adventures trying to find/or return their owner Andy.

Although it’s with such Wit and Intelligence that not only do we forget that their Hanging out with Barbies, Mr and Mrs Potato Heads  and Toy Soldiers. But if it encourages children to play with toys that benefits their mental development and imagination, Well i think we can let it slide for these guys!

My Big fat Greek Wedding


Don’t ask how or why I was forced to watch this Independantly made RomCom but what is relevant are two major facts about this film is: from a Budget of $6 Million it made Revenue of over $241 Million Domestically but never actually made it to the Number one on the Movie Charts. And Secondly that the Product Placement in this Movie is only just below Waynes World as far as Subtle goes.

For those of you unfamiliar with the film, It’s your Typical Chick flick where the Main Girl is getting on and her Family is waiting for her to meet a nice Greek boy and settle down but of  Course when she does meet someone, He’s not Greek. (Shock-Horror)

ImageThis is her Father, his answer for all of Lifes Problems is to spray Windex on it. Perhaps not the healthiest thing in the world to  spray window cleaner on your Face. but apparently it works for getting rid of Zits? He suggests this unconventional solution a good ten times or so which would leave me to believe they may have paid for this placement….


Apple Product Placement “it’s Everywhere!”

We all recognise the apple brand. Why is this? Well for one thing it’s a very popular product with a strong brand image and a unchanging logo. It is also commonly used in films and television shows we see the actors holding an IPhone or using a Macbook. About 5 years ago having an IPhone would of shown wealth and was prestigious to have one but now it’s a common thing and almost everyone has one. So why do they do brand placement?? Well in 2011 according to Brandchannel.com one of apples biggest secrets is free product placement. They did not have to pay for any of the products placement in any of the big name movies including “mission impossible: Ghost Protocol and “The Twilight Saga: Breaking Dawn Part 1”. This is insane! I always thought Apple Inc would of charged for the use of their products in films. According to a website that provides information about the stock market (InvestorPlace) in “mission impossible: ghost protocol apple received more than $23million in free product placement by providing the electrical goods for the movie.



iphone being used in Mission Impossible: Ghost Protocol



IPad being used in Mission Impossible: Ghost Protocol

Apple Inc. also end up in your favourite t.v. shows whether its directly said that the product is being used or like in The Big Bang Theory or it is just constantly used in Neighbours( i mean really, everyone on that show owns an IPhone and a macbook! Apart from a a few who own blackberries)

Even in Modern Family there is product placement for the new IPad. The episode is completely based on the characters desire to be one of the first to own this product which drives his wife crazy to get him one last minute.



Going back to the big secret of Apple not having to pay for the product placement, Apple Inc. had laid out an agreement for production companies. The film or show may use their brand and will receive as many products of any type, as they need as long as Apple Inc. receive the free publicity. This cost Apple no added costs and provides them with mass advertising that would normally cost a company millions of dollars. An incredibly smart plan in my opinion which just makes apple even more appealing to me. (Yes I am an apple snob as some might say.) Save money anywhere you can these days.

By courtney

Top Ten Product Placements in 2011

The top 10 brand placements of 2011  (according to Nielsen)

Brand: Purell

Program: The Big Bang Theory (CBS, October 27)

Situation: Sheldon uses hand sanitizer immediately after placing a live snake in his friend Raj’s drawer. Watch as he emphatically repeats, “Oh dear, oh dear, oh dear. Purell. Purell!”


Brand: Red Bull

Program: Suburgatory (ABC, September 28)

Situation: Sugar Free Red Bull is the official drink of the ‘burbs, drunk by suburban zombies ad nauseum




Brand: Milton Bradley (Twister)

Program: The Big Bang Theory (CBS, November 17)

Situation: Amy suggests the girls play a game of Twister


Brand: Ferrari

Program: Castle (ABC, February 7)

Situation: Beckett drives a Ferrari after Castle explains the perks of the car


Brand: Subway

Program: Chuck (NBC, March 21)

Situation: Big Mike escapes kidnappers and celebrates with Subway


Brand: Wizards of the Coast Games

Program: The Big Bang Theory (CBS, October 6)

Situation: These guys take their Dungeons & Dragons pretty seriously


Brand: Rolex

Program: Pan Am (ABC, October 30)

Situation: Laura talks about how much her new watch cost before realizing that it might have been stolen. Whoops.



Brand: Snapple

Program: Two and a Half Men (CBS, October 17)

Situation: Ashton Kutcher’s character drinks Snapple when discussing the details of Alan’s breakup.




Brand: Hasbro (Scrabble)

Program: Desperate Housewives (ABC, January 16)

Situation: When Teri Hatcher’s character reaches out to a man who undergoes dialysis at the same time she does, the appropriately named Dick tells her he’d rather play Scrabble on his phone.



Brand: Hasbro (Monopoly)

Program: Desperate Housewives (ABC, October 2)

Situation: When Penny gets back from spending the day with her dad, the caffeine high girl only wants to play Mega Monopoly.



Budweiser; a GIANT in Product Placement

Everyone knows the well established brand that is Budweiser beer, but did you know when it comes to product placement in movies they top the charts! Whether its deliberately put there and paid for or just out of luck that its there, Budweiser have a huge amount of product placement in movies. In the last twelve years, Budweiser has appeared in nearly one-fifth of all of the films that reached #1 at the box office. During this time both Budweiser ans Bud-light have appeared in 87 of the top 463 films.



Some of the top movies of 2012 have featured Budweiser including; Looper, Ted, The dark night rises, and Contraband, but as well not forgetting placement in classics such as Top Gun. The thing that always seems to work to Budweiser’s advantage is the fact that if there is a bar scene in a movie you will see a neon Budweiser sign. Budweiser make no attempt to hide this they actually openly call themselves Hollywood’s ”go to beer”, they have ready-to-go inventory of branded props a set dresser needs, like neon signs and pool table lights, this makes it much easier for film-makers as they don’t have to go looking for props because Budweiser drops these things on their doorstep. Some of their advertising is a little less secret, for example Will Ferrels movie Semi Pro in which Budweiser were a partner, in this case the main character Jackie Moon played by Ferrel is seen to be shooting a commercial for Budweiser, the ad is in fact for the movie but promoted Budweiser’s sponsorship of it, you can view it here http://www.youtube.com/watch?v=dMbEjKLqsiY&feature=youtu.be.

Obviously its clear Budweiser have an unbelievable record for product placement, but as they always say be careful what you wish for. Im talking about their latest placement, Budweiser were up in arms and rightly so when its brand appears as the drink of choice for the alcoholic pilot played by Denzel Washington in the new thriller Flight. Budweiser are a massive presence in Hollywood, and it looks like it will continue to be for a long time. Currently Budweiser is sixth in the charts for product placement being beaten by products like apple and coca-cola, but in the alcohol industry it’s still number one.

By Fergus Finlay O’ Donnell

Diet Coke Placement

Seeming as I just finished a project about a diet coke advertisement I thought it was only appropriate to keep on theme and find out about diet coke and product placement. (Note: I’m also drinking diet coke as I’m writing this. All in theme.) Anyway after a good bit of research I found out that diet coke isn’t only a brand but in America is becoming one of this things you say when you want a diet cola drink, much like Coca-Cola has become.  In televisions shows actors have a script to follow (obviously!)  so now in a good few shows it’s been scripted in to say “oh wow! I really could do with a diet coke.” Or “I’m really enjoying my diet coke’ Take “The Big Bang Theory” for instance.  In the episode “the grasshopper experiment” one of the main protagonists asks Penny another protagonist for a Diet Coke. There is no need for them to of done this as the audience would understand what a diet cola Is but its automatically linked to one of the strongest cola brands that it was just written in as Diet Coke. Yet in another scene in a different episode they don’t actually use the product but use a very similar one that looks exactly like a Diet Coke. So much so I had to stick my nose up to the screen to make sure it said cola and not coke. Clear and blatant product placement on the cheap.

Another secret but clear product placement I found with Diet Coke was in the “telephone” music video by Lady GaGa. Now I haven’t got much to say about this but I just found it interesting that it is in music video even. Maybe that’s just me and you won’t find it as interesting but It caught my eye and I liked it.

And lastly, yes I know I could talk about Diet Coke and their product placements for hours but really would you read all of it. I thought not. Family guy, we all know it for insulting products but using a products name costs and this would of cost them a lot as they are insulting the brands image completely in a humorous way.

Yes they have covered up the name diet but they still use the trademarked name of coke and its is the obvious colours of Diet Coke. I say this cost them a pretty penny whether it was before or after they aired it.

By courtney

Horror movies and brand placement.


Product Placement In Movies Secret Advertising Paranormal Activity 4

Recently I’ve been watching a lot of horror movies and it’s become evident to me that product placement is very much within these intense stories. If I take the 2 big release horror films in the last year I can show you where some of these products are placed. Some are very obvious and some are not but the fact is that these brands are purposely placed

Paranormal Activity 4, (released:  19th October 2012) is a major advert for Xbox Kinect. It is featured several times throughout the film as part of the story line and not just as a background. This is the most obvious brand placement within the film. It’s not that I myself would disagree with brand placement within any film but when it becomes part of the major plot then it just seems to take away from the scene. So instead of focusing on the moment with the moving of the demon the audience ends up thinking “oh cool, I didn’t know I could do that with my Xbox Kinect”. The film is just one long advertisement but now is the time to stop criticising it. It is indeed smart of them to buy into the franchise and allow them to use their product and explain how it works within a film. That is all.

Another major brand within the film is Apple. Everything they use is apple based.  Their phones and laptops are all apple and not just place they ACTUALLY say “IPhone” instead of just phone. They are all placed conveniently to show full on camera that this is the product they use. Whether Apple bought into this or they allowed permissions for their brand to be used it is still advertising for them and they are receiving an audience for their product. Yes most in America use the Apple brand more so than we would in Ireland but instead of covering up this brand it is used openly therefore becoming part of the brand placement within in the movie.

Personally I feel that branding in horror films where the story line is a key aspect can take away from the actual fright one might receive from the build-up in the story.  If a big brand takes over a movie, like paranormal activity 4 and the Xbox Kinect there is no focus on the story and it is not enjoyable for the audience.

By Courtney