FEBRUARY 2007
Turning commercial realities into fiction
For brand managers looking to increase their product's profile and producers wanting to find new ways to finance movies and TV shows, product placement could be a win-win solution, says Brinsley Dresden, as he outlines negotiating tactics to help IP owners strike the deal they want
Given the longevity of product placement as a marketing technique, it is surprising how many column inches it has commanded in recent months, and how much criticism it can provoke. Perhaps all this media interest is not so surprising, however, considering the happy coincidence of two events. First, the release of Casino Royale, the latest James Bond film (the Bond franchise has been credited with inventing product placement in feature films), and second, the passage through the European Parliament of the Audio Visual Media Services Directive, a precursor to the lifting of the ban on product placement in European television programmes under the present Television without Frontiers Directive.
The rest of this article is available to subscribers only. Subscribe today for full access to this article.
Alternatively take a free trial, giving you access to the current issue's contents*
If you are already a subscriber, please log in below to access the rest of this article.
*excludes some surveys and articles.