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Apple's iPhone used in Mission:Impossible 4  (Source: cultofmac.com)
Apple devices have made 891 appearances in TV shows in 2011, which is an increase from 613 appearances in 2009

Apple came, saw, and conquered many aspects of the tech world, but now, the Cupertino-based gadget maker is seeing its name in lights as it works to conquer Hollywood as well.

Product placement in television and film has become a big deal for companies with devices to show off. The reason for this is that consumers are using DVRs and video streaming services more and more. DVRs allow users to bypass commercials, and video services like Netflix do not have commercials. Without television commercials, it's harder for companies like Apple to advertise their latest products.

That's where television shows and movies come in. Product placement within the TV shows and movies have become an increasingly important avenue in advertisement. It's not a new form of advertising by any means, but over time, tech giant Apple has made it a crucial part of its ad technique without paying a penny.

According to Nielsen, a global marketing and advertising research company, Apple devices have made 891 appearances in TV shows in 2011, which is an increase from 613 appearances in 2009. Also, Brandchannel, which tracks product appearances, reported that Apple products popped up in over 40 percent of movies that struck gold in the weekly box office in 2011. This is huge compared to most brands.

While most companies have to pay to have their products featured in a TV show or film, Apple has managed to do so for free by simply offering as many free iPhones, iPads, and Macs as needed.

"Apple won't pay to have their products featured, but they are more than willing to hand out an endless amount of computers, iPads and iPhones," said Gavin Polone, producer of HBO's Curb Your Enthusiasm. "It's kind of a graft situation."

Apple's product placement goes back to the 1990's when the PowerMac laptop made an appearance in Mission: Impossible. Now, the latest Mission:Impossible movie is featuring about eight minutes of Apple products like iPhones, iPads and Macs. The approximate value of this screen time is $23 million.

Apple has the right idea with TV and movie product placement. According to Ace Metrix, an ad tracking firm, test audiences recently gave an iCloud commercial a 15 percent less favorable rating than previous commercials. With traditional commercials on the decline, free advertisement on TV and in movies seems to be the way to go.

Source: Businessweek



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More Obvious = Less Effective
By EricMartello on 5/14/2012 7:28:10 PM , Rating: -1
Product placement isn't really new and many companies aside from Apple have been doing it for a long time. I think the key to making it effective vs annoying is how naturally it fits into the context of the movie/TV show.

For example, the new Hawaii Five-0 series has a sh1t ton of product placement from GM and MS (windows phone). What I don't like is how the dialogue of the show sometimes breaks into advertising for the car/phone. I also find it a bit unrealistic that everyone happens to be driving a brand new chevy while the bad guys are rolling around in old GMC suvs. That's just stupid and aside from the camaro and corvette, GM doesn't really have anything cool to show off.

A good placement would show the character using a product because it does something cool, and in doing so makes the people watching the show/movie want to buy said product. Hoverboards are a great example of effective product placement - you see it and you want it because the product sells itself. Marty McFly didn't need to talk about it; he just used it. I want my hoverboard.




RE: More Obvious = Less Effective
By UNHchabo on 5/14/2012 8:24:56 PM , Rating: 2
I watch Law&Order SVU, and their Apple product placement is pretty prevalent, but it usually just makes me chuckle. If I remember correctly, they even had an episode where they were showing a sketch artist's work to witnesses using an IPad, rather than just handing them a piece of paper.

The worst one in recent years is Bones, and their product placement for Toyota. In the course of a couple episodes about 2 years ago, they had some atrocious sequences of dialog that sounded like they came from a bad infomercial:
quote:
Daisy: Why do you drive a minivan? Do you have kids that we don’t know about?
Angela: I’m an artist, Daisy, and the Sienna has plenty of room, plus I stink at parallel parking and that back-up camera thing is like the invention of the century.


RE: More Obvious = Less Effective
By Omega215D on 5/15/2012 1:49:06 AM , Rating: 2
On Fringe Sprint Android phones make appearances almost everywhere along with Ford made vehicles. While House, M.D. does feature Macbooks it also features machines from HP and IBM.

I haven't watched Law & Order (any variant) in a while and can't remember seeing any Apple products. Anyhow, if the investigative team uses it then that's one hell of a product misplacement as our crime labs make heavy use of Thinkpads or Toughbooks along with Dell and HP desktops even for image, sound and chemical analysis. Granted I've spotted a couple of Mac workstations.


RE: More Obvious = Less Effective
By Solandri on 5/15/2012 5:07:24 AM , Rating: 2
This is the solution to TV/movie piracy, not DRM. Shows are given away for free, and the producers will make money by selling advertisements in the shows. The ads will have to be product placement to prevent them from being edited out of the program. The more your show is distributed and shared (i.e. "pirated"), the more money you can demand from advertisers for subsequent episodes.

That isn't the answer the studios want to hear. But it's the answer that makes sense in the current reality - where I can send gigabytes of data to someone else on the other side of the world in a few hours.


RE: More Obvious = Less Effective
By The Raven on 5/15/2012 10:33:07 AM , Rating: 2
quote:
This is the solution to TV/movie piracy, not DRM. Shows are given away for free, and the producers will make money by selling advertisements in the shows. The ads will have to be product placement to prevent them from being edited out of the program.
When TMNT (the first one with Corey Feldman) came out back in 1990 I remember reading about product placement in Nintendo Power. The mentioned how much Dominoes had to pay to get the pizza dude role in the movie. And that is just when my young azz discovered what was going on. I have little hope that things will get any better based on that since things have not changed much since then.
quote:
The more your show is distributed and shared (i.e. "pirated"), the more money you can demand from advertisers for subsequent episodes.
Yeah I don't think this is not the right way to look at it. In reality monetary value should be placed on the effort/talent needed to produce the movie. Not placed on the value that society gets out of the movie. Advertisers just pay what they must to compete with other advertisers: highest bidder. It has nothing to do with the filmmaker's operations.


RE: More Obvious = Less Effective
By CZroe on 5/21/2012 9:13:50 PM , Rating: 2
And then they got smeared when the movie depicted them delivering late. :D


RE: More Obvious = Less Effective
By kattanna on 5/15/2012 10:50:03 AM , Rating: 1
i think one of the worst ones was an episode of smallville back in the days and the whole episode was basically a car commercial.


RE: More Obvious = Less Effective
By sviola on 5/15/2012 11:06:27 AM , Rating: 1
quote:
i think one of the worst ones was an episode of smallville back in the days and the whole episode was basically a car commercial.


Just like all 3 Transformers movies!!!


RE: More Obvious = Less Effective
By atay87 on 5/15/2012 1:37:06 PM , Rating: 1
Talladega Nights had the most ridiculously over the top product placement I have seen in a movie. It was so obvious that they were pretty much making fun of it. Which they could get away with since it was a comedy.


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