The Evolution of Product Placements in Hollywood Cinema

Abstract

This content analysis of the 15 top-grossing motion pictures of 1977, 1987, and 1997 uncovered 546 product placements present in fully one quarter (24%) of the total running time of the 45 movies. Product leaders were automobiles (21% of all placements), beer (14%), and soda (11%), with Coca-Cola the overall brand leader. Full-display appearances remained dominant throughout. Most appearances were brief; however, “key” placements-lengthier showcases featuring brands in central heroic roles and in idealized images resembling TV commercials-increased over the 20-year period. Other related notable changes were increases in high-involvement placements (89%), implied endorsement placements (83%) (coupled with a 9% rise in “verbal/hands mentions,” the most valued placement), and “mentioned” placements (75%) (similarly coupled with a 9% rise in “used” placements), and the number of brands placed (32%) along with decreases in liquor placements (60%), association with minor characters (40%) and non-stars (36%), and both “signage” (24%) and “clutter” (20%) placements, the least valued.