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Apple Deemed Top of Movie Product Placement Charts
adeelarshad82 writes "Apple was deemed top of the product placement charts last week after getting its computers, iPads, iPods and other items featured in 30 percent of the top movies at the U.S. box office in 2010. Apple had roles in movies last year ranging from 'Kick Ass' to 'The Other Guys' and 'Toy Story 3.' The strategy is obviously not a new one for Apple; they've had successful product placements in a number of TV Shows and movies over the last three decades like 'Star Trek IV,' 'Batman & Robin' and 'Dexter.'"
And yet they're the top of the product placement charts. Products don't accidentally wind up on film very often, if at all. There's entire departments dedicated to making sure that no products are in a film without the permission of the trademark owner. It's gotten absurd, but at this point you can't make a film and assume that because a product logo is out of focus and not recognizable that it's going to be OK to include the prop.
Consequently, they might deny it, but I wouldn't trust them, they're not that ignorant as to not notice how many of their products are being used in these films.
I disagree. I love this advert supported revenue model that hollywood uses.
It means I dont have to feel bad for bittorrenting their crap if they still get income 6 other ways.
I don't know in which world you live, but in the world here, I see Apple products quite often (especially ipods and iphones, but lots of laptops as well). I'd have almost go as far as to say the "product placement" rate of Apple products in movies and TV-series is not that far of of reality. In my world, about half the people I know that have laptops, have Apple Laptops... in films, about half the laptops are Dell and the other half Apple. Sounds right (at least for the Apple part).
Of course, my world is probably different than yours because of the type of work we do, because our social circles are different, because, because, because...
But most importantly, in my world, no one cares enough about this to be distracted of a good (or bad) movie or TV-series because someone is using a mac instead of a PC or is drinking Pepsi instead of water.
Especially if the thing in question is mostly used as a prop... who care. Some times, they really rub it in and put totally awkward angles in just to place a product. There, I would agree that the placement is killing the art. But most of the time, it flows in... so why care?
Well, you can't install software on the iPods, iPhones or iPad without going through Apple, and they take a chunk of all sales. Frankly, I understand the benefit of having app stores and what not, but Apple is definitely bordering on a monopoly. Sure, you can say the existence of other app stores makes it not so, but if you had to buy all your supplies in a company owned town from a company owned store, the existence of some other company owned town with the same situation doesn't justify the existence of the first and vice verci.
That brings me to an interesting point, / . is just "the ramblings of socially-inept, technology-literate news-mongers".
Before clicking on the link I suspected the parent post was total nonsense, but yes slashdot, to save your blushes I went and checked it out anyway.
I said "a fiver says this is either a rick roll or a goatse, the story comment just reeks of a teenage urban legend and he has a 7 digit UID that starts with a 2, there is no way this is legit"
So, if you like huge assholes or are a fan of prolapsed rectums, by all means click on the disguised link.
I'm pretty sure you don't need permission to show someone's product in your film. Films are considered works of art, and I'm pretty sure are covered under the artistic license clause of fair use.
The Office is a good example - they accept paid product placement dollars, but also just put brand names in where it makes sense. They show them drinking a local Pennsylvania soda, for instance. And, in a Christmas episode, an iPod was a white elephant gift. Neither company paid for the advertising.
My Other Computer Is A Data General Nova III.
Apple's product placement has gotten out of hand in recent years. Everywhere in coffee shops, airports, college campuses, and libraries you see the glowing Apple logo. The shareholders should really ask tough questions why Apple is wasting so much money paying these people to use their products.
The worst example of product placement is probably at the malls. They have this giant space allocated for the sole purpose of flaunting the shining logo filled to the brim with Apple-only computer gear. Yes, the Apple store is the mother of all product placements. And these stores are full of people who are paid by the company to stand there and fiddle with MacBooks and iPads.
Dell, Gateway and HP would never do something like this. They're ethical when it comes to clean competition.
DOJ needs to investigate.
I can agree with a lot of that, but that last sentence not. Especially in the case of Apple where every director has to have to logo more than 5 seconds but less than 10 on the screen. They actually alter the scene for that. So the logo is very obvious to spot. That's the irritating part. I don't care about a stack of ipads that are on top of eachother. It's the damn logo that has to be zoomed in on and preferable multiple times a show.
You will feel better to know that even if a movie makes millions they somehow end up breaking even or posting a loss due to creative accounting, and thus they are rarely taxed as much as they should be.
That brings me to an interesting point, / . is just "the ramblings of socially-inept, technology-literate news-mongers".
Perhaps you are the lesser-brained individual for watching said screen.
I could understand your point of view about this except that you aren't accounting for the very nature of product placements.
At its core, it's a (legal) form of bait-and-switch. You are led to believe you are purchasing a movie. You are purchasing an ad-laden movie. They certainly aren't doing that due to overwhelming customer demand. Of course, you don't actually know that this is what you were sold until you watch the movie. Ad-laden movies are sold alongside regular movies with no easy way to distinguish them, depriving the customer of the chance to decide whether they want to pay full price for something subsidized with advertising.
If movies with product placements had to carry a big safety-orange label saying "CONTAINS IN-MOVIE ADVERTISING" I would consider your point more valid.
It is a miracle that curiosity survives formal education. - Einstein
More specifically, Apple does not pay to have their products placed. They do, however, provide the hardware free-of-charge. There is a distinction there, but it's probably too subtle for most people here.
YI have a choice to not watch.
You do... for now. I fear the day when people track our purchases closely enough to notice when we aren't buying DVDs or cable. It's a small logical jump to come to the conclusion that because we are not buying we must (obviously) be torrenting, instead. The jackboots will then be dispatched forthwith.
Think it can't happen?
Scientists point out problems, engineers fix them
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Apple isn't lying about anything. They don't pay for product placement. They do however have people who's job it is to lend Apple products as props to film and TV companies. And they are quite open about it.
So, where the plot or set dressing requires computers or phones, they will often be Apples. They look cool and cost the production company nothing. But what you won't see is scenes, plot and dialog specifically created to showcase Apple products, as you do in the GP's example of a "Bing It!" scene in Hawaii Five-0.
It's amazing that despite Apple not paying for product placement, they are still at the top of the product placement charts. But that's just testament to the fact that their products look better than their competitors, and film and TV companies want things that look good.
Give him a french accent?
I love House, but seeing every computer in the World as a Mac just turns my stomach a little. Well, a lot.
How else is Steve Jobs going to get a consult with Dr House if he doesn't keep giving him free stuff?
What are movies if not advertisements for the entertainment industry? It's ALL advertising, movies included, as McLuhan would say.
If only there was a movie or show without product placement.
Quentin Tarantino makes a point of not doing any product placements in his movies. If one of his characters is shown buying a pack of smokes, or pouring cereal into a bowl, it's always a fictional brand. It's a shame that he hasn't made anything good since Pulp Fiction.
I don't know in which world you live, but in the world here, I see Apple products quite often (especially ipods and iphones, but lots of laptops as well). I'd have almost go as far as to say the "product placement" rate of Apple products in movies and TV-series is not that far of of reality.
World here? Reality? Well in my "world" (indonesia), it's either ThinkPad or HP for the techies, or cheap Acer (Core i3s, netbooks) for the masses. Those that use Macbook are usually either rich college students, marketing people, or those that work on creative field. The ipod on the other hand, is quite common.
But that's just testament to the fact that their products look better than their competitors, and film and TV companies want things that look good.
Indeed, I've seen a lot of Apple "product placement" where they've placed circular silver stickers over the Apple logo on the back of the screens.
The secret to creativity is knowing how to hide your sources. - Albert Einstein
Not physically, but every 'a bit too long shot' of item being marketed hurts my brain. Especially it keeps happening again and again. I really really hate Apple marketing. "Yes, I get it, he too is using an Apple computer, I saw it already." I'm sure that they are good computers, but oh god I hate the marketing. (Oh, some users too ^.^). Sony Vaio is another that appears a bit too often in films... (although, not so much recently).
It is what it is.
While I hate to dilute your evaluation of my intelligence, or to contradict your quaint belief that anyone who disagrees with you must be a member of the peanut gallery (fucking people, how dare they have a different take on something), perhaps I can clarify my point for you.
The whole point of a market is that a willing buyer purchases a good or a service from a willing seller. Neither party uses force or deception.
When I am the buyer, I do not wish to pay for the privilege of watching an advertisement. I am unconcerned with whether you agree with that, approve of it, think it's a great idea, etc. You are free to spend your money that you earn as you see fit and you won't hear a word about that from me. It is yours.
Regarding the money that I earned, the money that is mine, I do not wish to purchase a movie with advertisements. It is only by a failure to disclose what I am actually buying, which is a form of deception, that anyone could get me to pay money for a movie that has advertisements. Had I known more about the movie I would not have purchased it. Again, this is about the freedom to decide not to patronize a business with which you disagree.
As a customer, I have every right to choose not to purchase something for any reason or for no reason at all, with or without explanation. I really don't care if you would make the same decision because you did not work to earn my money. It is the lack of disclosure that is at issue here.
If product placements are such a legitimate, good, useful, value-added practice, why are the marketers ashamed to disclose them up-front? If they have other sources of revenue from the movie, why do they charge the same full price as other movies that do not have the additional sources of revenue? They are double-dipping and as a customer I don't wish to reward this practice. If you do, that is your prerogative. It would never occur to me to insult your intelligence for having a different take on this matter, but then, I don't have the type of insecurity that makes me feel threatened by those who disagree with me. I don't know how to make it any simpler.
You think I regard this as an Apple issue? Oh, I get it. You took it upon yourself to automatically assume that I have a big problem with Apple's product placements but that I have no problem with say, Coke or Pepsi or Microsoft. I certainly never made such a claim. Your assumption is faulty. I don't care to pay full price for any movie that contains any form of real-world advertising. My position would remain the same no matter who topped the product-placement charts. That's because my position is based on principle, not on my feelings about a particular company.
For someone who is so quick to call others stupid, you certainly have no problem making unfounded assumptions.
It is a miracle that curiosity survives formal education. - Einstein
That's the thing. Watching Castle and seeing that Rick Castle has an iPhone, or that Detective Beckett has a Palm Pre? Eh, whatever. They're probably going to have a cell phone, like most of the people in the US. As long as you're not throwing that device into my face really obnoxiously, I don't care what it is. It's just a prop, and I can focus on the story. Seeing that Shawn on 'Psych' carries an iPhone, again, not terribly jarring. None of them make a big deal about their phones, they just use them on screen.
But when I'm watching Bones and, say, Dr. Brennan feels a need to explain her new Windows Phone 7 device and show the Metro UI off to someone? Or on /any/ show where they feel the need to discuss the little tree on the dashboard (or demonstrate the Bluetooth capabilities) of certain hybrid cars? (White Collar, I'm looking at you as well here.) Those get annoying and jarring, because they feel like someone randomly regurgitated marketing into the middle of the script.
--Rachel
Steve Jobs used to own Pixar, he's still the largest single Shareholder of Disney due to the acquisition a few years back. Disney, in particular Pixars links with Apple are incredibly strong.
I reject your reality and substitute my own.
I understand the desire to use movies to advertise products via product placement, but the MacBook Air sitting on the desk in The King's Speech was going a bit far.
But that's just my opinion.
You are welcome on my lawn.
So you're saying that you're fine with product placement as long as you like the product? Interesting perspective.
Personally, I don't give a shit what the product is, I just think that OBVIOUS or otherwise poorly-done product placement can be annoying but it's not all bad. Like anything else (up to and including special effects and the acting itself) if it's done well, it's natural and invisible; if not, it's not.
I find it a jarring reminder that I'm watching a movie when I see a recognizable product appear but with its name badly and obviously obscured, or fake products that are trying to look real. Unless you live on Mars, you see literally hundreds of brand names every day, and NOT seeing them in a movie or show is as jarring and fake as a green sky. I don't care at all what the product is--when I'm involved in a movie or show, "breaking the spell" is the gravest sin.
Dear Slashdot: next time you want to mess with the site, add a rich-text editor for comments.
Some times, they really rub it in and put totally awkward angles in just to place a product. There, I would agree that the placement is killing the art. But most of the time, it flows in... so why care?
It's distracting. Especially with the laptops, where Apple plasters a large illuminated logo on the back. It pulls me out of the movie and makes me think about Apple for a few seconds. In my opinion, they should cover up the brand entirely. As much as I'm a tech guy, I really don't need to know what brand of computer the guy in the movie is using, unless it has something to do with the narrative.
In the beginning, there was null.
Sometimes it's worse than others. In the TV show Heroes, it was pretty obvious that Nissan had paid big to be in there. And in the Charlie's Angels movie (I only saw the first one), there were a lot of scenes where the focus was clearly the cell phone, and all of them were Nokias. And some car chase movie, The Italian Job, I think, featured three Mini Coopers that were so clean, so polished, and so perfect that nobody would ever use them for a getaway car. It was just stupid.
The Apple placements are pretty blatant just because it's almost always a MacBook, shown from the rear, with that logo blazing. If they were just showing Cinema Displays, it wouldn't make much of an impact. On placement that I like that counters the Apple MacBook placements is on the TV show Psych--it's a stupid show, so if you've never seen it, you're not missing much, although it's occasionally chuckle-worthy--where they show the main characters in their offices working on Windows notebooks. That's right, glossy black notebook screen-backs with the Windows logo in the center where you'd normally see Dell or Apple. Brightly lit, even garish. I'd love to get that as a skin for my MacBook; nobody'd ever want to steal it.
The CB App. What's your 20?
Did you ever see Repo Man? Every product in the movie except for the cars was generic. There's a great scene where Otto is eating "Food" right out of the can.
The CB App. What's your 20?
First of all, you're confusing two separate conversations - the one in the car, and the one in the restaurant.
Second: the "Royale with cheese" bit doesn't count as product placement, because it isn't gratuitous. The scene works because everyone knows what a Quarter-Pounder is, and what McDonald's is. We learn something about Vincent: he's the kind of asshole who goes to France and eats at McDonald's. If he was talking about some fictional restaurant chain, it would completely change the tone.
Aw! I liked Vincent. Even if he is the kind of asshole who goes to france.
They whose government reduces their essential liberties for temporary security, receive neither liberty nor security.
Hey, sonny, back in the day we had plenty of food-named computers. Apricot, Peach, Orange, Lemon, Acorn, er.. Sage, er , er ...
Well, it seemed like plenty at the time.
They whose government reduces their essential liberties for temporary security, receive neither liberty nor security.
Especially if the phone doesn't fit the personality/work/hobby. e.g. in Tron Legacy, Sam is running around with a Nokia N8. Surely a Unix geek as would choose a N900 :)
if you are noticing the product placement in a movie one would have to suspect that the movie was not enjoyable.
Really, if product placement stands out then I doubt the movie has a compelling story and is not worth watching in the first place. Its like Mystery Science Theater 3K, they start picking things apart because the movie as a whole is so bad that it becomes a process of anything goes. Now a special exception seems to be cars, people excuse specific cars from showing up; meaning a hot car is permitted regardless.
Product placement is far more rampant during prime time television.
* Winners compare their achievements to their goals, losers compare theirs to that of others.
You realise *why* there were Mini Coopers in The Italian Job, right? That really wasn't product placement - they couldn't have been anything but Minis.
Well, unless you believe Michael Caine and co walked away with a big fat pay check from British Leyland all those years ago...
Rumor has it that Star Trek IV was to originally use an Amiga in the transparent aluminum scene, but Commodore would not loan the studio a computer. Apple, however was happy to. As you all know, the Amiga was a superior, less expensive product, just marketed much more poorly. :-)
It pulls me out of the movie
Wait, showing the logo pulls you out of the movie? Really?
"Hey Bob, why do you have this giant sticker on the lid of your laptop?"
"Oh, we don't want anyone who might happen to wander down here to get the idea that Company X is the best because we use them."
"But Bob, we're in a secure underground laboratory. Who the hell is going to 'wander down here'?"
*both actors slowly turn towards the camera and stare for a few seconds*
"I'm not sure I like the fugnutish tone you used in your post!" -RogL (608926)-
It's distracting. Especially with the laptops, where Apple plasters a large illuminated logo on the back. It pulls me out of the movie and makes me think about Apple for a few seconds. In my opinion, they should cover up the brand entirely. As much as I'm a tech guy, I really don't need to know what brand of computer the guy in the movie is using, unless it has something to do with the narrative.
I know my life was enriched knowing I can hack an alien spaceship with a macbook.
Flappinbooger isn't my real name
The other thing is how it adds to the show in character development. Let me explain:
If a main character is going to do something on a computer and they walk over to a shiny apple product it tells you the kind of person they are. They have spent money. They chose to buy an apple, because anyone can go to walmart and put an acer in their cart alongside the milk and eggs, you usually have to GO to an apple store and plop down some change .
Also you know they might be a little more creative and artistic, might be a little more affluent, they might know what they like. Also you know they might have an iphone.
Also like on 24 they had a shload of Dell equipment, so in my mind I think "massive government contract" "vendor support agreements" and so on. Also subconsciously I think about "wow, dell must have some fine products if they provide this kind of reliability and power." lol.
Flappinbooger isn't my real name
A lot of PC people like to talk about how expensive macs are but they spend a lot more money upgrading their hardware every year.
You don't know what you're talking about. The only niche that upgrades their PC every year is the high-end gamer crowd, and even that has died down a lot.
But what you won't see is scenes, plot and dialog specifically created to showcase Apple products, as you do in the GP's example of a "Bing It!" scene in Hawaii Five-0.
I like the show "Bones". Yeah, I have to close my eyes and plug my ears any time they do anything with computers, but it's still a fun show to watch.
But they have the most annoying product placement anywhere. For example, Angela and Tempe are driving down a road. Angela is distracted by their conversation and the car drifts into the oncoming lane. It beeps loudly at her.
Thanks for un-suspending my disbelief.
Dewey, what part of this looks like authorities should be involved?
Looks like Apple's advertising is working.
--Jeremy
Jesus was a liberal