know your film product placement

Companies make use of product placement to promote their products to the public. But has product placement always be an advantage for the company?

This day advertisers need to be prepared that their promotion can always be linked to negative association, instead of grabbing the attention of people. “Up in the air” is a really good example of this negative promotion. When George Clooney, playing a corporate troubleshooter, walks with his luggage past, Hilton, Hertz and American Airlines, it all looks like traditional, normal product placement. But the person only stays in the Hilton, so it begins to feel like an attack on the brand instead of promoting it.

The director of Up in the air, thought that the movie wouldn’t work without any brands with a worldwide reputation. So Jason Reitman, just used the brands without any permission of Hilton and American Airlines, to give his movie more power.

So companies need to pay attention that their products or brand is not immediately associated with a negative aspect or a negative moment in a movie.

Stefanie Loggeh