Product placement in cinematography as a tool of marketing communication

Abstract

Product placement in cinematography is an effective marketing tactic, consisting of the discrete integration of products or services into films. This strategy gives brands significant exposure to the general public without seeming intrusive. By subtly placing products in scenes, movies can influence consumer preferences and opinions. This marketing communication tool has grown in popularity over the decades, and brands are willing to invest significant sums to see their products featured in impactful films. However, the success of product placement depends on the context of the film and the authenticity of the integration of the products into the story.