Join Over 30,000+ Marketers Who Read Our Blog

How To #6: Make Affordable Product Placement Magic Happen On Screen

Stacy Jones
Stacy Jones
January 13, 2020 at 6:45 AM

3 minute read

Busting The Myth

There is a common misconception that any placement of brands in TV and feature film is paid for – with a lot of dollars. And the media strongly supports this opinion.  Article after article have been written to support this myth - but the truth lies outside what you may read.

While this holds true for what is known as brand integration, where money is exchanged to guarantee a specific story line centered on the brand, it is not true for over 90% of what ends up on the small and big screen alike. What then does is take, instead of cash, to forge a strong brand-production bond? In this blog, Hollywood Branded shares three reasons why brands can win big time on screen, and make affordable product placement magic happen on screen.    

How To Make Affordable Product Placement Magic Happen

Where Brands Can Squeeze In

Film studios and TV networks do restrict certain categories of brands, seeking either monetary involvement in the form of a media buy and integration, or a promotional partner that will leverage their media to co-brand the production – bringing new viewership and higher box office sales.

Yet there remains an enormous opportunity for brands to harness the power of product placement separate from those dollars and promotional efforts. It's time to address the burning question: How much does product placement cost?  

How Product Placement &  Co-Promotional Marketing Works

The Truth

The real truth with product placement is that those folks behind the scenes – the people brands want to form alliances with – the Prop Master, Set Decorator, Wardrobe Stylist, Transportation Coordinator… they LOVE brands, and (gratis) participation with the production by providing no-cost product is a major benefit to them. And they are eager to work with brands to incorporate them into productions. 

product placement guide

The Budget Reason

Just like brand marketing departments, productions have budgets – and when they can save dollars and come in under budget, they look great to their bosses.

  • This holds true for small items like electronics (that add up!) that would otherwise need to be purchased or rented,
  • Bartered trade out of consumable product still is valuable to production,
  • Or even the cost savings of truly significant budget line items like hotel room nights or plane fare - or even the plane itself!

This provides production complimentary product that again saves on their production costs on a larger scale.

Obviously not all brands lend themselves to this – but a beverage or snack brand company might provide a couple of pallets of product for the crew to consume during production, a mobile phone might provide service for key production executives or the entire crew, an automotive partner might provide production loan vehicles for production to use to transport key executives and talent, and many other types of companies might provide a cast and crew gift for the wrap of production.

how your product placement program works

The Legal Angle

Every brand exposure on screen requires legal clearance, and having a brand willingly provide product, versus buying the product and then still having a production point hunt down the brand for official sign off, provides them this clearance and valuable time. 

Making The Magic Deal Happen

How can a brand ensure the production is aware the brand is on board and ready and willing to help out without calling random strangers in Hollywood?

The most efficient way is to partner with a product placement or entertainment marketing agency who will create and drive a strategic program targeting the productions that fit the brand’s desired targeted demographic, while at the same time ensuring the brand is safeguarded from any negative usage on screen. The agency’s fee is not only for their time and resources, but also relationships and industry knowledge, which should provide the brand with a phenomenal Return On Investment (ROI) that most brands will not be able to secure alone. 


What Brands & Agencies Think About Product Placement

Did you know the majority of agencies, brands and consumers think positively of product placement and brand integration? Now that you understand a little more about product placement cost, read about 7 key tactics to help increase placement sales.

Hollywood Branded Survey Shows Positive For Product Placement


Ready To Try Product Placement Out For Your Brand?

Check out our blog post and infographic 4 Brands Product Placement Sales Success for more examples of how product placement increased sales for various brands!
Or do you want to know how to create a promotional partnership strategy with a movie partner?
Want to listen to posts like this instead of reading them? Check out our podcast!
This video below will answer all of your questions as it shows the steps and processes taken by Hollywood Branded that lead to your brand increasing both consumer engagement and sales!
How Product Placement Works Video

Topics: Marketing Best Practices, Product Placement & Branded Content, How To

Stacy Jones

Written by Stacy Jones

Stacy Jones, Hollywood Branded's founder and CEO, has over twenty six years of leadership experience building global entertainment branding campaigns for top Fortune 500 companies and hundreds of brands. Her career started after receiving her BFA in Theater Production & Scenic Design from the University of Arizona. Acknowledged as an expert in the field, she has appeared on CNN and MSNBC; spoken at conferences around the globe from Germany to Beijing; and has been featured in Forbes, The Wall Street Journal, The Hollywood Reporter, Financial Times, The Economist, Brandweek, Advertising Age, Variety, B&C and Mediaweek amongst others. Originally from Texas, you will still hear her ya’ll as she gathers the team for strategy planning sessions. Like all true entrepreneurs, Stacy is an adventurer at her core – having sky dived, hang glided off bi-planes, swam with crocs while rafting the Zambezi in Africa, photographed grizzly bears in Alaska, trekked Mayan ruins in Belize, explored the ocean as an avid scuba diver, and who loves owning an advertising agency where she swims with a different type of Hollywood shark on a daily basis.


Table Of Contents