4 Promotional Tie-ins/Product Placement


Ever since Clark Gable took off his shirt in It Happened One Night and sales of men’s undershirts plummeted, popular-culture entertainment has proven its ability to sell products and services, and to transform brands.

Steven J. Heyer, Beverage Industry Executive

With Hollywood’s major studios spending billions of dollars annually on release prints and advertising in the United States and Canada, there’s pressure to enlist third parties to help carry the marketing load. Thus, film distributors turn to tie-in promotions, which are cross-marketing deals with consumer goods companies. In exchange, the consumer goods outfits get to associate their products with films, hoping that a little Hollywood magic ...

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