Theatrical film: placement, featured, handled, consumed, mentioned
Sports (major leagues, NASCAR)
In-store, Outdoor, Broadcast
DVD, in-pack and on-pack
Sweepstakes, Contests (Red Carpet, Premiums and Private Screenings)
Coupons and Free Standing
Premieres: Step-and-repeat, parties
Retail, Publishing, Domestic and international quick service restaurants Premiums: T-shirts, plush, games, toys, action figures, collectables
Prop masters on studio lots have direct access to a vast trove of props and can dress sets by using the props at hand. There is no guarantee that the brand will be portrayed in a positive light (in fact the brand might be disparaged) or not be placed next to their competitors. Example, the overwhelming placements of cell phone and computers by those brands do not pay for placement.
Agencies like Renwick & Co. contact brands or their agencies and secure either payment or barter to place their products in television shows or feature films. Although every deal is different brands usually negotiate category exclusivity and have assurances from the producers that the brand will be portrayed in a positive light. Brands might also want to extend, highlight or broadcast their participation in the TV show or film in co-branded TV ads, online display ads, retail promotions, OOH and via social media. There is a direct correlation between great product placement driving purchase intent and increasing sales.
A writer mentions a brand in a script to ground the story in a convincing manner or the director requests a brand is used because of their affinity for it. The footage might end up in your editor's trash bin and no one is the wiser.
By E.J. Schultz. Published on November 09, 2022
FROM THE 13TH ANNUAL SHORTY AWARDS
Variety, By Marc Graser, Jun 26, 2014
The Week: James Bond's record-shattering product placement: By the numbers
The Los Angeles Times, By Denise Hellene, Aug.. 7, 1988
Mental Floss: When Tom Cruise Saved the Ray-Ban Brand, By Jake Rossen, Mar 11, 2021
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