Archive for the Hollywood Product Placement Category

Sometimes they don’t think

Posted in Hollywood Product Placement on May 24, 2011 by Shruti

So I was surfing through channels and stopped at one in particular where there was a group of people – very robust looking – dancing (?). I only had five minutes and so could only watch that one scene and it stayed with me. So I noted the name of the movie and decided to get that movie and watch again. It was “Step Up 2 the Streets”.

Not one of those stand-out movies. But not a bad one either. And the movie started with a girl being interested in the dance since her childhood but then loosing her mother and ending up at her mother’s best friend to stay with her. She grows up on the streets with not much money, bunking school but dancing all the same. Everything thing was going fine and pretty standard with the movie until the girl goes to this school of arts. The scene of her entry in the school started – she is climbing up the steps, turns around and whooaaa – there it was – a big bold logo of Under Armour on her backpack. One one can miss that. And all I could think was – what the hell were you thinking. She can’t afford that. Well, I work and earn and I can’t afford that.

The movie went on and there were more placements in the movie here and there but at the end of the movie what I remembered most was the placement of that Under Armour. I know that not all the people would notice this and its probably not that big of a deal but I’ll still say – Sometimes they don’t think !!!


One missed out Product Placement

Posted in Hollywood Product Placement with tags , , , , on February 23, 2011 by Shruti

This is to write about one missed out product placement due to my lack of knowledge about stocks and all those programs related to stocks.

I have lost count of how many times I must have watched Iron Man to know all the placements and their duration and gazillion things about the products featured in that movie. And I was quite satisfied with my performance until recently. My husband’s new thirst for knowledge about the stock market has had its impact on me too. Nothing too serious that can’t go away but some dribs and drabs and some information on where he gets his information. So the program “Mad Money” that is quite popular with those who watch stocks has gained its way in our household for the past couple of months.

I was watching nothing particular on TV yesterday and was flicking through channels when suddenly I saw Iron Man on Fox. The scene where Tony comes back and makes announcement in the press conference about his company. And then, boom!! There was Mad Money running and Jim Crammer talking about how Stark industries are going down. I was struck dumb after watching that.

Now I am quite aware that this situation is not that dramatic for everyone and things happen. But I felt a pang of frustration as I suddenly realized that I still can not say that I know about all the products placed in those 30 movies. Damn you Jim Crammer.

One in a Decade !!!! – Part II

Posted in Hollywood Product Placement with tags , , , , on April 6, 2010 by Shruti

So in my last blog I talked about the decade of 1910 and some significant product placements in that decade. In the decade after that, the advertising slides were popular among the producers and marketers. The marketers used mainly the one-reel-ad-shorts. With the arrival of sound era, advertising films became more popular and the concept of sponsored movies was introduced.

The sponsored movies basically were the same as regular movies with an addition of the name of the sponsor in the titles. Very few well-known studios participated in the movie advertising as they were scared of people’s reaction. But as the years passed by the concept was adopted by several producers.

Ref: Segrave

One in a decade !!!! – Part I

Posted in Hollywood Product Placement with tags , , on March 23, 2010 by Shruti

Here is my try to write about atleast one case of product placement per decade. This data that I present does not necessarily come from my own research. Whenever I write about something thats not my own, I will mention the name of the respective person. So people out there, please don’t sue me.

Let me start with the very first decade of Hollywood. As I have already mentioned, the first product placement ever can be traced back to 1896, although it wasn’t necessarily called the product placement then. As the movies became famous, more and more people were involved in the industry. Thomas Edison was one of such people who brought new charm to motion pictures . He was actually the first businessman who recognised the true potential of product placement in films. Several Edison films such as A Romance of the Rail (1903) featured different transportation like railways. For these placements, he charged the transportation companies.

Although, his contribution towards the concept of product placement is not exactly what we usually remember him for, he certainly laid down the foundation for those businessmen who later became richer with movie advertising.

Ref: Newell, Salmon, and Chang

A glance in the history…

Posted in Hollywood Product Placement with tags , , , on February 19, 2010 by Shruti

For all the web-browsing folks out there, it is not a news that the concept of product placement kicked off after E.T., the alien picks up the trail of Reese’s pieces to follow Elliott into his home. But it may come as a surprise when I say that product placement goes back to the 1890s, almost the same time as the movie industry.

To be very precise, the first movie ever to have a product placement was Washing Day in Switzerland in 1896, although it was not called as product placement that time. Slowly the concept of placing a product into a movie or selling the merchandise to promote the movie became common. Several examples can be given to emphasize the point that it was a common practice for the movie producers in 1950s onwards. It worked both ways. It helped the producers to reduce the production cost and it helped the advertisers to build up their sales.

However, it wasn’t until the 1980s that the practice caught the attention of the general audience in a positive way. The movie ‘E.T., the Extra-Terrestrial’ was released in 1982 and soon was considered as a milestone both in the film industry and the advertising industry. The Reese’s Pieces were placed such effectively in the movie that according to the industry estimates, the sales of the candy temporarily tripled the average; Hershey’s claiming it to have increased by 65%.

After that the practice of product placement has been soaring upwards. There are several recent examples which show what forms this practice has taken. In the next few posts, I will talk about several movies that have some effective brand placement.