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64-456: Sponsorship is a cash and/or in-kind fee paid to a property (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property. While the sponsoree (property being sponsored) may be nonprofit, unlike philanthropy, sponsorship is done with the expectation of a commercial return. While sponsorship can deliver increased awareness, brand building and propensity to purchase, it

128-480: A Blu-ray Disc with the tagline "It's a Sony", only for them to complain that they do not have a Blu-ray player, to which the character responds with a version in Betamax . Some films do not wish to depict real brands onscreen, so fake brands are created for products shown onscreen. X-Files (1993–2002) (as well as many other films and television productions) featured the fictional Morley brand of cigarettes,

192-727: A Carlsberg . The James Bond film You Only Live Twice (1967) featured the Toyota 2000GT , and the films Smokey and the Bandit (1977) and The Cannonball Run (1981) film series featured conspicuous placements. The science fiction film E.T. the Extra-Terrestrial (1982) is often cited for its multiple, obvious placements, including the candy Reese's Pieces , into the plot. In the New World Pictures dub of The Return of Godzilla , Godzilla 1985 , Dr Pepper

256-666: A tie-in . Willy Wonka & the Chocolate Factory (1971) led to a real Willy Wonka candy company , established soon after the film's release. In 1949, Crazy Eddie was created as a fictional car dealer in the film A Letter to Three Wives . That name, bestowed in 1971 upon a real-life electronics chain in New York City , appeared in 1984 in an ad in Splash . Crazy Eddie's memorable ads are parodied in Howard

320-452: A "popular coffee franchise", a thinly veiled dig at Starbucks . The film Superstar , starring Will Ferrell and Molly Shannon , shows every resident in town driving Volkswagen New Beetles , possibly for comic effect. Similarly, the film Mr. Deeds shows Adam Sandler 's character purchasing a Chevrolet Corvette for every resident of his town. The 2006 Will Ferrell comedy film Talladega Nights: The Ballad of Ricky Bobby parodied

384-411: A canoe and into a river. She calls for a " life saver " and Groucho Marx tosses her a Life Savers candy. It's a Wonderful Life (1946) depicts a young boy with aspirations to be an explorer, displaying a prominent copy of National Geographic magazine. In Love Happy (1949), Harpo cavorts on a rooftop among various billboards and at one point escapes from the villains on the old Mobil logo,

448-552: A feeling of realism or be a subject of commentary, product placement is the deliberate incorporation of references to a brand or product in exchange for compensation. Product placements may range from unobtrusive appearances within an environment, to prominent integration and acknowledgement of the product within the work. Common categories of products used for placements include automobiles and consumer electronics . Works produced by vertically integrated companies (such as Sony ) may use placements to promote their other divisions as

512-630: A film or television series. The pilot episode of the NBC sitcom 30 Rock featured the General Electric (at the time an 80% owner of NBC) Trivection oven , but was said to be a joke by the show's creator. The show later parodied placement. The 1988 film Return of the Killer Tomatoes mocked the concept when at one point the film stops for lack of money. The character played by George Clooney suggests product placement as

576-409: A film's release, a show's new season or other event. Still another variant, known as an advertisement placement , displays an advertisement for the product (rather than the product itself) which appears in the production, such as an advertisement on a billboard or a bus that appears in the show. Brand integration, a variant of product placement, is when "the product or company name becomes part of

640-540: A form of corporate synergy . During the 21st century, the use of product placement on television has grown, particularly to combat the wider use of digital video recorders that can skip traditional commercial breaks, as well as to engage with younger demographics. Digital editing technology is also being used to tailor product placement to specific demographics or markets, and in some cases, add placements to works that did not originally have embedded advertising, or update existing placements. Product placement began in

704-492: A form of corporate synergy . Owing to its common ownership, Sony Pictures films have featured placements of Sony 's consumer electronics products, particularly Xperia smartphones , among other products. The James Bond films Skyfall and Spectre depict Bond using Sony Xperia T and Z5 smartphones respectively, and the Xperia T was bundled with James Bond-themed content (including ringtones , wallpapers, and behind

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768-399: A gangster driving their cars, they objected to their products being shown in a slum . The makers removed logos digitally in post-production, costing "tens of thousands of pounds". When such issues are brought up in advance of filming, production companies often resort to "greeking", the practice of simply covering logos with tape, but one of them driven by Latika is shown to have the logos on

832-476: A giant Coca-Cola advertisement and saves people on a bus bearing an ad for Evita , before he smashes into a Marlboro delivery truck. In the 1993 film Demolition Man , the fast food chain Taco Bell is integrated directly into the film's lore, depicting it as the only remaining restaurant franchise in existence by 2032. Since Taco Bell was not well known outside of the U.S., for the international release of

896-415: A much wider range of business objectives. For example, a sponsor buying the rights to a sports team or competition could achieve increased brand awareness through high profile signage, but might also use hospitality tickets for staff motivation programs or to host key trade customers. On-pack promotions could be linked to the sports property to create a much more compelling consumer proposition and to associate

960-577: A production, either to imitate, satirize or differentiate the product from a real corporate brand. Such a device may be required where real corporations are unwilling to license their brand names for use in the fictional work, particularly where the work holds the product in a negative light. According to Danny Boyle , director of the film Slumdog Millionaire (2008), the makers used "product displacement" to accommodate sponsors such as Mercedes-Benz that refused to allow their products to be used in non-flattering settings. While Mercedes did not mind having

1024-558: A result, the relationship between cinema and advertising is intertwined, suggesting that cinema was in part the result of advertising and the economic benefits that it provided early filmmakers. Segrave detailed the industries that were advertised in these early films. A feature film that has expectations of reaching millions of viewers attracts marketers. In many cases the film producers request no payment for product exposure when consumer brands appear in movies. Film productions need props for scenes, so each movie's property master , who

1088-546: A series of made-for-TV movies produced by Walmart and Procter & Gamble , which featured placements for P&G products and Walmart store brands ), but some (such as, most prominently, the media operations of energy drink brand Red Bull ) are focused more upon producing content that is consistent with the brand's values and demographics, rather than being a promotion for their products first and foremost. Larger, vertically integrated conglomerates may include placements of their own products and services in works as

1152-751: A sole sponsor. Sponsorship continues with programs sponsored by major vendors such as Hallmark Cards . The conspicuous display of Studebaker motor vehicles in the television series Mister Ed (1961–1966), which was sponsored by the Studebaker Corporation from 1961 to 1963, as well as the display of Ford vehicles on the series Hazel (1961–1966), which was sponsored by the Ford Motor Company from 1961 to 1965, are other examples of television product placement. Placements fall into two main categories: paid and unpaid. Most product placements are unpaid. In unpaid product placements,

1216-514: A sports event. Work by Cornwell and colleagues however, has shown that brands that don't have a logical match can still benefit, at least in terms of memory effects, if the sponsor articulates some rationale for the sponsorship to the audience. All sponsorship should be based on contractual obligations between the sponsor and the sponsored party. Sponsors and sponsored parties should set out clear terms and conditions with all other partners involved, to define their expectations regarding all aspects of

1280-481: A string of invented automotive aftermarket products marketed in a similar means to pharmaceutical products. "Dale Earnhardt Inc." displaced "Junior #8"'s sponsor Budweiser to avoid advertising beer in a Disney & Pixar feature. The racing series portrayed in the film is also known as the " Piston Cup", as a pun on the NASCAR Cup Series ' past sponsor of Winston cigarettes (during which time it

1344-473: A way to continue. This was followed by several scenes with blatant product placement, including a Pepsi billboard installed in front of the villain's mansion. The 1994 film The Making of '...And God Spoke' is a mockumentary about the filming of a biblical epic. When running low on funds to complete the film within a film, the desperate producers resort to product placement, resulting in the absurd anachronism of Moses descending from Mount Sinai carrying

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1408-448: A year and sellers report spending anywhere between 1–5 hours researching each company that is viewed as a potential prospect for sponsorship. These are the terms used by many sponsorship professionals, which refer to how a sponsor uses the benefits they are allocated under the terms of a sponsorship agreement. Leveraging has been defined by Weeks, Cornwell and Drennan (2008) as "the act of using collateral marketing communications to exploit

1472-513: Is a marketing technique where references to specific brands or products are incorporated into another work, such as a film or television program, with specific promotional intent. Much of this is done by loaning products, especially when expensive items, such as vehicles, are involved. In 2021, the agreements between brand owners and films and television programs were worth more than US$ 20 billion. While references to brands (real or fictional) may be voluntarily incorporated into works to maintain

1536-487: Is a multibillion-pound industry. For example, Adidas became the sponsor and supplier of Manchester United's kit for ten seasons, in a 2014 deal with a guaranteed minimum value of £750 million (more than US$ 1.1 billion). As it has in most years over the past two-plus decades, sponsorship's growth rate will be ahead of the pace experienced by advertising and sales promotion, according to IEG. Product placement Product placement , also known as embedded marketing ,

1600-461: Is central to the plot. The Internship (2013), which features two unemployed slacker friends seeking employment at Google , was described by Tom Brook of the BBC as "one huge advertisement for Google" that took "product placement to a startling new extreme". Rolling Stone magazine included it on a list of the 10 Egregious Product Placements in film. Over-the-air (OTA) radio and television in

1664-1018: Is deactivated and the imprisoned ghosts are released. Similar in form, Mel Brooks used the same device in the comedy spoof Spaceballs , which parodied Star Wars : in one scene, he opened up a can of Perri-Air canned air, a play on the name Perrier, the brand of bottled water. The Truman Show used fake placements to advance the narrative of the reality television set. Truman's wife places products in front of hidden cameras, even naming them in dialogue with her husband. This increases Truman's suspicions as he comes to realize his surroundings are intentionally fabricated. Some filmmakers created fictional products that appear in multiple movies. Examples include Kevin Smith (Nails Cigarettes, Mooby Corporation , Chewlees Gum, Discreeto Burritos) and Quentin Tarantino (Red Apple Cigarettes, Jack Rabbit Slim's Restaurants, Big Kahuna Burger ). This went even further with

1728-463: Is different from advertising. Unlike advertising, sponsorship can not communicate specific product attributes. Nor can it stand alone, as sponsorship requires support elements. Proponents of sponsorship would, however, point to its unique position in the marketing mix. A sponsorship program can include all other marketing elements including advertising, promotions, merchandise, hospitality, PR and social media. This allows sponsorship to be used to address

1792-528: Is no definitive proof that product placement for Red Crown gasoline in The Garage , Fritz Lang 's Dr. Mabuse the Gambler (1922) contained a prominent title card in the opening credits reading "The gowns of the female stars were designed by Vally Reinecke and made in the fashion studios of Flatow-Schädler und Mossner." Among silent films to feature product placement was Wings (1927), the first to win

1856-432: Is responsible for gathering props for the film, contacts advertising agencies or product companies directly. In addition to items for on-screen use, the product or service supplier might provide a production with complimentary products or services. Tapping product placement channels can be particularly valuable for movies when a vintage product is required—such as a sign or bottle—that is not readily available. Although there

1920-682: Is the largest source of sponsorship spending, with €26.44 million (US$ 29 million) in just the EU member states in 2014, followed by North America, the Asia Pacific region. Growth in Central and South America during 2010 did not materialize to the extent projected—3.8 percent versus a forecast of 5.7 percent—despite the FIFA World Cup and Olympic Games in Brazil in 2014 and 2016, respectively. With

1984-621: The Academy Award for Best Picture . It contained a plug for Hershey's chocolate . Fritz Lang's film Woman in the Moon (1929) shows someone drinking prominently from a glass for Odol, a popular German brand of mouthwash, and his film M (1931) shows a banner display for Wrigley's PK Chewing Gum , for approximately 20–30 seconds. Another early example occurs in Horse Feathers (1932), where Thelma Todd 's character falls out of

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2048-540: The Ten Commandments and a six-pack of Coca-Cola. The film Fight Club , directed by David Fincher , bit the hand that fed it by depicting acts of violence against most of the products that paid to be placed in the film. Examples include the scene where the Apple Store is broken into, the scene where Brad Pitt and Edward Norton smash the headlights of a new Volkswagen Beetle , and try to blow up

2112-507: The "Flying Red Horse". Harrison's Reports severely criticised this scene in its film review and in a front-page editorial. In Gun Crazy (1949), the climactic crime is the payroll robbery of the Armour meat-packing plant, where a Bulova clock is prominently displayed. In the 1958 British WWII movie Ice Cold in Alex , the long sought after ice cold beer in question turns out to be (clearly)

2176-576: The 19th century. By the time Jules Verne published the adventure novel Around the World in Eighty Days (1873), his fame had led transport and shipping companies to lobby to be mentioned in the story. Whether Verne was actually paid to do so remains unknown. Similarly, a painting by Édouard Manet (1881–1882) shows a bar at the Folies Bergère with distinctive bottles placed at either end of

2240-554: The 2010 World Cup concluded, sponsorship activity should begin to heat up, thus the region is projected to be the fastest-growing source of sponsorship dollars outside North America, with a forecast growth rate of 5.6 percent for 2011. Relaxed television industry legislation surrounding product placement has led to a small but increasing rise in TV programming sponsorship in the UK. However, commercial sponsorship of British sports teams and players

2304-513: The Duck , featuring a duck version of the famous pitchman, and UHF , as "Crazy Ernie", a used car salesman, threatens to club a baby seal if nobody comes in to buy a car. In 2007, as a promotional tie-in for The Simpsons Movie , 7-Eleven temporarily turned twelve of its locations into Kwik-E-Marts —a fictional chain of convenience stores within the universe of The Simpsons . The stores sold real-world versions of food and drink brands seen in

2368-539: The Fist spoofed its product placements, highlighting the anachronistic inclusion of a Taco Bell . In a similar vein, in Looney Tunes: Back In Action , the main characters stumble across a Wal-Mart while stranded in the middle of Death Valley and acquire supplies just for providing an endorsement. Kannagi: Crazy Shrine Maidens poked fun at its sponsor Sony by having one character give another

2432-482: The United States are not funded through end user license or subscription. In US radio since the 1930s and television since the 1950s, programs have been normally underwritten by sponsors . Soap operas were named for the consumer packaged goods products advertised by Procter & Gamble and Unilever . When television began to grow popular, DuMont's 1950s Cavalcade of Stars show did not rely on

2496-505: The advertiser will usually loan or give the product to the production. The productions costs are reduced, as they would otherwise have to buy or rent the items. Subcategories are basic , when a logo is merely visible, and advanced , whereby the product or brand is spoken by characters in the show or movie. Barter and service deals (the branded product is provided for crew use, for instance) are common. Content providers may trade product placements for help funding advertisements tied-in with

2560-414: The brand can evoke these associations, influencing consumer perceptions and behaviors. Cornwell, Weeks and Roy (2005) have published an extensive review of the theories so far used to explain commercial sponsorship effects. One of the most pervasive findings in sponsorship is that the best effects are achieved where there is a logical match between the sponsor and sponsoree, such as a sports brand sponsoring

2624-474: The brand directly with a sports property which has much greater image attributes than the sponsoring brand. Various psychological and communication theories have been employed to elucidate the mechanisms by which commercial sponsorship influences consumer audiences. Many theories posit that sponsorship creates a cognitive link between a brand (sponsor) and an event (sponsoree), leading to the formation of event-linked associations in memory. Consequently, thinking of

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2688-406: The camera zooms in on the named product, explicitly combining an audio mention with a visual image. In The Real World/Road Rules Challenge participants often make a similar comment, usually pertaining to the mobile device and carrier for a text message. An experiment from 2002 tested the relationship between auditory vs visual product placement and if the product had higher or lower connection to

2752-710: The car keys. Similarly, in The Blues Brothers (1980), portions of the defunct Dixie Square Mall in Harvey, Illinois , were reconstructed in façade and used as the scene of an indoor car chase. Signage belonging to mall tenants was replaced with that of other vendors; for instance, a Walgreens would become a Toys "R" Us . Cars (2006) parodies NASCAR , an advertising-heavy sport which controversially had long allowed alcohol and tobacco sponsorships. NASCAR's sponsors were replaced with fictional or parody brands ; Dinoco Oil takes pride of place, followed by

2816-689: The choice of the Cigarette Smoking Man . The company producing Morleys was also involved in a cover-up conspiracy, Brand X . Ghostbusters had a faux product in the climax of the film when the team faces the Stay Puft Marshmallow Man . Previously in the film, Stay-Puft brand marshmallows are shown in Dana's apartment and a Stay-Puft billboard is visible (via a matte painting ) when the Ghostbusters' storage grid

2880-542: The collaboration between the Corona Typewriter company and First National Pictures when a Corona typewriter appeared in several films in the mid-1920s including The Lost World (1925). Recognisable brand names appeared in movies from cinema's earliest history. Before films had narrative form in the current sense, industrial concerns financed the making of what film scholar Tom Gunning described as "cinematic attractions", short films of one or two minutes. In

2944-647: The commercial potential of the association between a sponsor and sponsee" while activation has been defined as those "communications that promote the engagement, involvement, or participation of the sponsorship audience with the sponsor." Money spent on activation is over and above the rights fee paid to the sponsored property and is often far greater than the cost of the rights fee." IEG projects spending on sponsorship globally to grow 4.5 percent in 2018 to $ 65.8 billion, including $ 24.2 billion in North America alone (a 4.5% increase from $ 24.1 billion in 2017). Europe

3008-429: The counter. The beer bottle is immediately recognisable as Bass beer. Manet's motivations for including branded products in his painting are unknown; it may be that it simply added to the work's authenticity, but on the other hand the artist may have received some payment in return for its inclusion. Research reported by Jean-Marc Lehu (2007) suggests that films produced by Auguste and Louis Lumière in 1896 were made at

3072-420: The deal "didn't include selling out" while conspicuously drinking a can of Pepsi , eating Doritos , and displaying a Pizza Hut pizza. Garth then laments that "people only do things because they get paid" while his entire wardrobe consists of Reebok athletic wear. Finally, Wayne complains of a headache and Garth advises him to take Nuprin while cutting to a few seconds of a Nuprin TV ad. Kung Pow! Enter

3136-632: The fictional brand Binford Tools which appeared in TV shows Home Improvement and Last Man Standing and in the Toy Story movie franchise, all starring Tim Allen . This practice is also fairly common in certain comics , such as Svetlana Chmakova 's Dramacon , which makes several product-placement-esque usages of "Pawky", (a modification of the name of the Japanese snack " Pocky ", popular among anime and manga fans) or Naoko Takeuchi 's Sailor Moon , which includes numerous references to

3200-410: The film it was replaced with Pizza Hut , another restaurant chain owned by Yum! Brands . Lines were re-dubbed and logos changed during post-production. In the film Cast Away , Tom Hanks, the lead character, is a FedEx employee. A volleyball from Wilson Sporting Goods is also prominently featured in the film. References to the delivery company FedEx are made throughout the film, and the company

3264-405: The first decade or so of film (1895–1907) audiences attended films as "fairground attractions" interesting for their then-amazing visual effects. This format was better suited to product placement than narrative cinema. Leon Gurevitch argued that early cinematic attractions have more in common with television advertisements in the 1950s than they do with traditional films. Gurevitch suggested that as

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3328-534: The large amount of sponsorship in NASCAR, having the title character at one point drive with a "dangerous and inconvenient" decal of the Fig Newtons logo covering his windshield , and include a plug for Powerade into a saying of grace before dinner. Wayne's World featured a scene where Wayne refuses to allow his show's sponsor to appear on the air. When told it is part of his contract, Wayne argues that

3392-470: The magazine in photographs of prominent people. For example, the German magazine Die Woche in 1902 printed an article about a countess in her castle where she, in one of the photographs, holds a copy of the magazine in her hands. Product placement was a common feature of many of the earliest actualities and cinematic attractions from the first ten years of cinema history. During the next four decades,

3456-479: The motion picture trade journal Harrison's Reports frequently cited cases of on-screen brand-name placement. Harrison condemned the practice as harmful to movie theatres, and his editorials reflected his hostility towards product placement in films. Harrison's Reports published its first denunciation of that practice over Red Crown gasoline's appearance in The Garage (1920). Another editorial criticised

3520-488: The plot to how well it was remembered by viewers. The results of the experiment concluded that regardless of if the product had higher or lower connection to the plot, in either circumstance an auditory product placement was more likely to be remembered by viewers than a visual product placement. Branded content refers to works that are funded or produced by an advertiser as a vehicle for their brand. Some forms of branded content do include self-placed product placement (such as

3584-464: The request of a representative of Lever Brothers in France. The films feature Sunlight soap , which may be the first recorded instance of paid product placement in film. This led to cinema becoming one of the earliest channels used for product placement. With the arrival of photo-rich periodicals in the late 19th century, publishers found ways of lifting their paper's reputation by placing an issue of

3648-525: The romantic comedy film Man's Favorite Sport? (1964). On All My Children one character took a job at Revlon . The character's job became part of the character's development. Jurassic Park not only prominently features Ford cars and other commercial products, but also includes a scene displaying its own promotional merchandise. One shot shows the "Jurassic Park Souvenir Store", with products that it offered for sale to fans. A real brand logo may be hidden or replaced with fictional brand names in

3712-459: The scenes photos from the filming of Skyfall ) as a tie-in in some markets. Similarly, some 20th Century Fox films depict the then co-owned Fox News Channel as a source of in-universe news programming. Product placements can also be added or replaced during post-production. For example, placements can be added to scenes that did not already have them when originally filmed, and placements can also be modified in future airings or prints of

3776-482: The series Codename: Sailor V , from which Sailor Moon was spun off. This practice is also common in certain "reality-based" video games such as the Grand Theft Auto series , which feature fictitious stores such as Ammu-Nation, Vinyl Countdown, Gash (spoofing Gap ) Zip, Pizza Boy, etc. So-called "reverse product placement" creates real products to match those seen in a fictional setting, typically as

3840-401: The show in such a way that it contributes to the narrative and creates an environment of brand awareness beyond that produced by advanced placement." While this type of advertising is common on unscripted shows such as The Apprentice , it can also be used in scripted television . An early example was by Abercrombie & Fitch , when one of its stores provided the notional venue for part of

3904-402: The sponsorship deal. Sponsorship should be recognisable as such. The terms and conduct of sponsorship should be based upon the principle of good faith between all parties to the sponsorship. There should be clarity regarding the specific rights being sold and confirmation that these are available for sponsorship from the rights holder. Sponsored parties should have the absolute right to decide on

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3968-449: The value of the sponsorship rights that they are offering and the appropriateness of the sponsor with whom they contract. The sales cycle for selling sponsors is often a lengthy process that consists of researching prospects, creating tailored proposals based on a company's business objectives, finding the right contacts at a company, getting buy-in from multiple constituencies and finally negotiating benefits/price. Some sales can take up to

4032-426: Was known as the "Winston Cup Series"; it has since been succeeded by phone carrier Sprint and energy drink Monster Energy ). Placements can be sound-only, visual-only or a combination of both. The Russian television show дом-2 (phonetically Dom-2 ) (similar to Big Brother ) often features participants stating something along the lines of, "Oh, did you check out the new product X by company Y yet?" after which

4096-699: Was prominently placed in the new scenes shot for the dub. In a scene shot at an American military base, a vending machine is directly between two characters, and in similar scenes characters are often depicted drinking the soft drink. Cheerios and Coca-Cola were placed in the Andrew Lloyd Webber musical Evita , in Superman: The Movie , and in its sequel Superman II . Clark Kent eats Cheerios for breakfast in Smallville . In Superman II ' s climax, Superman crashes into

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