How does the use of common commerical products work in movies/TV?
The use of common commercial trademarks in movies and TV seems very random. Sometimes a character is drinking a Coke, sometimes it's a "Dr. Cola" (fake). Sometimes a MacBook is clearly a MacBook, sometimes it's a MacBook with a sticker placed just so, to cover the emblem.
And as a subquestion, when movies/TV do use a real product, who is paying who? Is the soda company paying for that movie to feature their product, or is it the other way around? (The movie is paying to use that soda company's product) Or is no one paying at all, and there is a fair use exception for common products?
Best Answer
In general, they are all paid advertising.
Product placement - Wikipedia has a lot to say on this topic, dating back to product placement in famous paintings in the 19th century.
Sylvester Stallone's Rocky films featured heavy product placement. The most obvious example appeared in Rocky III: when Rocky spends time with his young son, he asks him what he wants for breakfast. The boy responds, "Wheaties!" and, at Rocky's prompting, adds that it's "the breakfast of champions!"
But the most blatant example is almost certainly: Wayne's World - Product Placement - YouTube.
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How does product placement work in movies?
Product placement is also known as \u201cembedded marketing.\u201d It is a marketing technique used in movies, TV shows, music videos, and other productions where references to a specific brand or product are \u201cpart\u201d of the script and incorporated to promote that particular brand or product.How do ads in movies work?
Also known as "embedded marketing" or "embedded advertising," product placements are typically found in movies, television shows, personal videos, radio, and\u2014less commonly\u2014live performances. In exchange for product placement rights, companies may pay a production company or studio in cash, goods, or services.Do companies pay to have their products in movies?
Fees ranged from $10-50K for a placement per film. Where studios once looked to save money with product placement, they now looked to make money. There are many pros & cons to product placement. On the positive side, product placement in movies usually offers brand exclusivity.What is product placement in film and television?
Product placement, also known as embedded marketing, is a marketing technique where references to specific brands or products are incorporated into another work, such as a film or television program, with specific promotional intent.TV Advertising Basics - What You Need To Know!
Sources: Stack Exchange - This article follows the attribution requirements of Stack Exchange and is licensed under CC BY-SA 3.0.
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