Product Placement In Movies Expected To Double
Remember how ridiculous Josie and The Pussycats was? Well, apparently they were on to something with their subliminal message theme. And while product placement is a rarely subliminal (remember Wolverine quenching his thirst in X-Men?), it’s definitely a lot less upfront than a regular old commercial. Either way, it seems as though our movies may be getting a lot more conveniently placed soda cans in the coming years.
According to a study done by the Journal of Marketing and a write-up on the Phoenix New Times, product placement is more effective than ever. In other words, we as viewers are impressionable enough to see a character we think is cool drinking a Pepsi and in turn, go buy one ourselves. The article states that, “when a product is successfully placed in feature films, the company that makes it enjoys a dramatic boost in its stock price.” The undercover advertising is so successful, in fact, that the professor who conducted the study believes product placement spending will increase from $722 million in 2005 to $1.8 billion in 2010.
Being a victim of one its examples, this study hits particularly close to home. The article cites a couple of the more successful product placements, including the Mini Coopers in The Italian Job. I remember watching that movie with my dad when I was 18 and thinking, “I am so getting one of those.” I eventually did and eventually had to sell it thanks to ridiculous maintenance costs. No one is immune to the sickness that is consumerism, not even a super awesome staff writer for Cinema Blend.
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