In one of 2013’s more interesting reads, Brandchannel has compiled and ranked some of the most outstanding “product placement” moments in cinema in the last year. While it may seem like a novel and light-hearted list, it’s also a demonstration of just how often the lines are crossed between movie and commercial are crossed. In some instances, the product placement is a important plot point.
In one case, 2012 film “the Watch” heavily featured Costco as a site of many of the movie’s action sequences, as violent aliens stage their diabolical plans within the confines of our familiar big-box chain. Even better, is the use of the Kinect technology in the film “Paranormal Activity”
It’s not all fun and games for company’s whose products are featured in the films. In some cases there are serious consequences in having one’s product associated with events in a film. Take “Flight” for instance. The absolutely absurd film about an alcoholic pilot had executives at Budweiser sweating over the possibility that patrons would make the link that overindulgence of Bud would result in the same colossal mishap similar to the movie “Flight”. Corona, Ketel One, Grey Goose, Absolut, Miller, Tanqueray, and Stolichnaya have all asked for their brand to be removed from the film as well.
What’s most interesting however, is that product placement in films has gone down dramatically in 2012 in films that were #1 at the box office. With 2011 averages at 17.8 (Product Placements/Film), 2012 saw that number drop to 11.7. What’s for certain though, is that movie producers and marketing executives will continue to find entertaining and unique ways to incorporate brand into film.