The economics of movie product placements
Today’s films are brimming with products from big-name brands. How exactly do these partnerships work?
By:
Zachary Crockett
|
@zzcrockett
In the 2000 film
It’s a volleyball, courtesy of Wilson Sporting Goods.
Throughout the film, the volleyball enjoys
10.5 minutes of screen time worth an estimated
$1.85m+ in advertising value. And for this exposure, Wilson paid a grand total of $0.
Each year, hundreds of brands cars, computers, clothing, kitchen appliances, and lawn chairs grace the silver screen.
Sometimes brand appearances are overbearing (think a 30-second-long glamour shot of a Lexus driving down the coast); other times, they’re so subtle you might miss them if you blink.