Thursday, October 27, 2011

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In WarGames (1983), the use of an IMSAI 8080 desktop computer was originally proposed by Cliff McMullen of Unique Products, the same Los Angeles product placement company that placed Reese's Pieces in Steven Spielberg's E.T. the Extra-Terrestrial (1982). Other WarGames product placements include the main character's mother being portrayed as a real estate broker at the behest of marketers at Century 21.
The 2001 film Evolution features product placement integral to the entire film. When mutated lifeforms attack earth, the characters use a large amount of Head & Shoulders dandruff shampoo as a source of selenium disulfide, which is poisonous to the creatures.
Actual product placement falls into two categories: products or locations that are obtained from manufacturers or owners to reduce the cost of production, and products deliberately placed into productions in exchange for fees.
Product placement, or embedded marketing, is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story line of television shows, or news programs. The product placement is often not disclosed at the time that the good or service is featured. Product placement became common in the 1990s, until the ramifications of product placement were clearly understood.
The 1995 film GoldenEye was the focus of a highly successful BMW campaign, devised by product placement specialist Karen Sortito, which promoted the automaker's new Z3 model. Sales of the Z3 surged as film claimed the top spot at the box office. For the next film in the James Bond franchise, Tomorrow Never Dies, Sortito created a $100 million promotional campaign that included tie-ins with BMW, Visa, L'Oréal, Ericsson, Heineken, Avis, and Omega SA. The film brought in more than $300 million dollars.

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