Product placement in movies: perspectives from motion picture firms

Abstract

ABSTRACTThis study recognises the importance of product placement in film financing and marketing from motion picture firms’ perspectives. Thus, this study builds a theoretical model that allows motion picture firms to predict the number of product placements in movies. It also empirically tests the model, employing a sample of 398 U.S. movies. Results suggest that intrinsic cues are more important than extrinsic cues in predicting the number of product placements in certain genres of movies. Specifically, the number of product placements in a movie depends on the genre, distributor type, and rating.