Case+Study+--+Product+Placement

=Case Study -- Product Placement (and Brand Integration)=

[|"Third Wave" of TV on screen near you] toc

Early Cinema
//Wings// (1927) -- Hershey's chocolate. //Wings// (1927) won the first Academy Award for Best Film. M (1931) -- Wrigley's chewing gum. Horse Feathers (1932) -- Lifesavers candy. //It's a Wonderful Life// (1946) -- //National Geographic// magazine.
 * Silent films**
 * "Talkies"**

Early opposition to product placement
//Harrison's Reports// magazine 1919-1961 slogan: "Free From the Influence of Advertising"
 * Opposed the power of the big movie studios and cinema chains
 * Vehemently opposed product placement in films.

Jackie Chan: Mitsubishi Motors
[|Personal product endorsement] [|Mitsubishi Evo -- Jacki Chan special limited edition]

James Bond: Sony Corporation
Sony products featured throughout.
 * Casino Royale (2007)**

//Since the beginning of the Bond films, James Bond drove an Aston Martin. The switch to BMW gained a great deal of free media attention.// The BMW Z3 featured in the film. The limited edition "007" model was one of the most successful examples of product placement in the previous decade, according to //Hollywood Reporter//. Other product placement in this film: IBM, Omega (watches featured in every Bond film since 1995). //In one scene, [|the villain compares his "old" watch with the new Omega Seamaster he's stolen from Bond]//.
 * Goldeneye (1995): BMW 3-picture deal**