Master Product Placement in Film

Finding Product Placement for Your Film

Product placement in films has become a prevalent and strategic method for brands to subtly advertise their products. This practice involves incorporating a brand or product into the narrative of a film in a way that feels organic to the story, thereby creating a seamless integration between the film world and the commercial sphere.

What is Product Placement?

Product placement refers to the intentional inclusion of branded products or logos within a film, TV show, video game, or other form of media. Unlike traditional advertising, where an advertisement is separate from the content, product placement merges the product into the content itself.

Why Use Product Placement?

There are a few reasons why filmmakers and brands opt for product placement:

• Monetary Support: Producing a film can be an expensive endeavor. Brands often pay a hefty sum to get their products featured prominently in films, which can help finance the project.
• Realism: Using real-world products can make a film feel more relatable and authentic.
• Memorable Exposure: When audiences see a product being used by their favorite characters in memorable scenes, it creates a lasting impression.

How to do Product Placement

Here’s a guide on how to do product placement in films:

1. Identify Opportunities

• Before you begin, analyze your script to determine where there might be natural opportunities for product placement.
• Think about scenes where a character interacts with a product, locations where brand logos could appear, or situations where a brand could organically fit.

2. Research Brands

• Consider which brands align with your film’s theme, setting, and characters. For example, a tech-savvy protagonist might use a specific brand of smartphone or laptop.

3. Approach Brands or Agencies

• Reach out to product placement agencies or directly to brand marketing departments with a proposal.
• Highlight the benefits, your film’s target audience, and why you believe the brand is a good fit.

4. Negotiate Terms

• Understand the value of the screen time you’re offering. Factors like duration, clarity, and context of the placement can affect its worth.
• Negotiate both financial and non-financial terms, such as the supply of props or other resources.

5. Integrate Organically

• Ensure the product placement feels natural. It shouldn’t be jarring or divert the audience’s attention away from the storyline. For instance, if a character drinks a particular brand of soda, it should flow with the scene rather than feeling like an advertisement.

6. Maintain Creative Control

• While it’s essential to fulfill agreed-upon terms with brands, maintaining the integrity of the story is paramount.
• Avoid making creative compromises solely for the sake of product placement.

7. Clear Rights and Permissions

• Ensure you have the correct permissions to showcase the brand or product in your film.
• Get legal agreements in place to avoid potential disputes later on.

8. Feedback and Edits

• Some brands might want to review scenes where their product is featured to ensure it aligns with their image.
• Maintain open communication, but be prepared to defend creative choices that are vital for the story.

9. Promotion and Co-Marketing

• Often, brands involved in product placement also participate in promotional activities, like joint premieres, special events, or cross-promotions. This can amplify the reach of the film and the product alike.

10. Measure and Review

• After the film’s release, assess the effectiveness of the product placement. Was it received positively? Did it feel organic or forced? This reflection will guide future collaborations and placements.

Product placement should be a symbiotic relationship, benefiting both the filmmaker and providing valuable advertising for brands.

Notable Examples of Product Placement in Films

1. Apple in Forrest Gump (1994): Tom Hanks’s character, Forrest, invests in what he calls “some kind of fruit company” — Apple Computers. This not only solidified the film’s timeline but also subtly plugged Apple during a key period in its history.
2. Ray-Ban in Top Gun (1986): Tom Cruise donned Ray-Ban’s Aviator sunglasses, driving up their sales by 40% in the following months.
3. Reese’s Pieces in E.T. the Extra-Terrestrial (1982): Spielberg’s classic saw the alien E.T. lured by a trail of Reese’s Pieces. Originally, M&M’s were supposed to be used, but Mars, Incorporated declined. Hershey’s took the opportunity, leading to a significant increase in Reese’s Pieces sales.
4. Coca-Cola in countless films: From its appearance in classic films like “It’s a Wonderful Life” (1946) to more recent movies, Coca-Cola’s placement is often used to evoke feelings of nostalgia or Americana.
5. Aston Martin in the James Bond series: James Bond’s iconic car, the Aston Martin, is arguably one of the most memorable product placements in film history. It not only became synonymous with the character but also elevated the brand’s luxury and sophistication status.
6. Nike in Back to the Future Part II (1989): Marty McFly’s self-lacing Nike shoes became so iconic that the company later released a real-life version of them.

Where to find Product Placement for film

Here is a list of through which filmmakers can find and secure product placement deals for films.

1. Dedicated Product Placement Agencies: Companies like BEN (Branded Entertainment Network) or The Product Placement Connection specialize in connecting brands with filmmakers and producers.
2. Production Companies: Larger production companies might have in-house teams or established relationships with brands for product placement opportunities.
3. Film Commissions: Local and state film commissions sometimes have connections with local businesses interested in product placement.
4. Trade Shows and Conventions: Events like the American Film Market (AFM) or the Cannes Film Market often have brand representatives seeking placement opportunities.
5. Brand Direct Outreach: Directly reaching out to brands or their marketing agencies can yield results, especially if your film aligns with the brand’s message or target audience.
6. Product Placement Brokers: These are individuals or small firms that act as middlemen between filmmakers and brands.
7. Network within the Industry: Utilize contacts from past projects, film school, or industry events. Word-of-mouth can lead to potential partnerships.
8. Online Platforms: Websites like BrandInEntertainment or PlaceVine can connect filmmakers with brands seeking placement opportunities.
9. Crowdfunding Campaigns: Sites like Kickstarter or Indiegogo allow perks for sponsors, which can include product placements if it aligns with the film’s theme and narrative.
10. Industry Magazines and Journals: Advertisements or features in trade publications might spotlight brands interested in film partnerships.
11. Local Businesses: For indie filmmakers, local businesses might be willing to offer products for placement, especially if the film is set or shot in their locality.

Remember, the key to successful product placement is ensuring that the product or brand seamlessly integrates into the storyline without detracting from the narrative.

Does It Always Work?

While many product placements have been successful, there are also instances where it feels forced, taking viewers out of the story. One often-cited example is the heavy-handed product placement in “The Island” (2005), where brands like Calvin Klein, Puma, and Xbox were glaringly showcased. The key to successful product placement is subtlety and integration into the narrative, making it feel natural rather than a blatant advertisement.

The Future of Product Placement

With the rise of streaming services and ad-blockers, traditional advertising methods are losing their effectiveness. Product placement, however, offers an alternative that can’t be skipped or ignored. The future will likely see even more integration of brands into stories, possibly even with interactive elements in virtual reality or augmented reality films.

Product placement in films is an art as much as it is a business strategy. When done right, it can benefit both filmmakers and brands, offering financial support and increasing product visibility.