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.