Editing Product placement (section)

===Movies and television===

====Early film====
A feature film that has expectations of reaching millions of viewers attracts marketers.<ref>Wiles, Michael. (2009) ''The Worth of Product Placement in Successful Film''</ref> In many cases the film producers request no payment for product exposure when consumer brands appear in movies.{{citation needed|date=December 2014}} Film productions need props for scenes, so each movie's ''[[property master]]'', who is responsible for gathering props for the film, contacts advertising agencies or product companies directly. In addition to items for on-screen use, the product or service supplier might provide a production with complimentary products or services. Tapping product placement channels can be particularly valuable for movies when a vintage product is required—such as a sign or bottle—that is not readily available.

Although there is no definitive proof that product placement for Red Crown gasoline in ''The Garage'', [[Fritz Lang]]'s ''[[Dr. Mabuse the Gambler]]'' (1922) contained a prominent title card in the opening credits reading "The gowns of the female stars were designed by Vally Reinecke and made in the fashion studios of Flatow-Schädler und Mossner." Among [[silent film]]s to feature product placement was ''[[Wings (1927 film)|Wings]]'' (1927), the first to win the [[Academy Award for Best Picture]]. It contained a plug for [[The Hershey Company|Hershey's chocolate]]. Fritz Lang's film ''[[Woman in the Moon]]'' (1929) shows someone drinking prominently from a glass for Odol, a popular German brand of mouthwash, and his film ''[[M (1931 film)|M]]'' (1931) shows a banner display for [[Wrigley Company|Wrigley's PK Chewing Gum]], for approximately 20–30 seconds.

Another early example occurs in ''[[Horse Feathers]]'' (1932), where [[Thelma Todd]]'s character falls out of a canoe and into a river. She calls for a "[[Personal flotation device|life saver]]" and [[Groucho Marx]] tosses her a [[Life Savers]] candy. ''[[It's a Wonderful Life]]'' (1946) depicts a young boy with aspirations to be an explorer, displaying a prominent copy of ''[[National Geographic (magazine)|National Geographic]]'' magazine. In ''[[Love Happy]]'' (1949), [[Harpo Marx|Harpo]] cavorts on a rooftop among various billboards and at one point escapes from the villains on the old [[Mobil]] logo, the "Flying Red Horse". ''Harrison's Reports'' severely criticised this scene in its film review<ref>''Harrison's Reports''; October 8, 1949, page 162.</ref> and in a front-page editorial. In ''[[Gun Crazy]]'' (1949), the climactic crime is the payroll robbery of the [[Armour and Company|Armour]] meat-packing plant, where a [[Bulova]] clock is prominently displayed.
In the 1958 British WWII movie [[Ice Cold in Alex]], the long sought after ice cold beer in question turns out to be (clearly) a [[Carlsberg Lager|Carlsberg]].

====Later films====
[[File:DeLoreanBack2FutureIIIMontereyAug2011.JPG|thumb|right|200px|A [[DMC DeLorean]] car was used in ''[[Back to the Future III]]''.]]
The James Bond film ''[[You Only Live Twice (film)|You Only Live Twice]]'' (1967) featured the [[Toyota 2000GT]], and the films ''[[Smokey and the Bandit]]'' (1977) and ''[[The Cannonball Run]]'' (1981) film series featured conspicuous placements. The science fiction film ''[[E.T. the Extra-Terrestrial]]'' (1982) is often cited for its multiple, obvious placements, including the candy [[Reese's Pieces]], into the plot.<ref name="sweet">{{Cite news | date = July 26, 1983 | author = David Van Biema | title = Life is Sweet for Jack Dowd as Spielberg's Hit Film Has ''E.T.'' Lovers Picking up the (Reeses's) Pieces |url= https://people.com/archive/life-is-sweet-for-jack-dowd-as-spielbergs-hit-film-has-e-t-lovers-picking-up-the-reeses-pieces-vol-18-no-4/ | work = [[People (magazine)|People]] }}</ref><ref name="wired" /> In the New World Pictures dub of ''[[The Return of Godzilla]]'', ''[[Godzilla 1985]]'', [[Dr Pepper]] was prominently placed in the new scenes shot for the dub. In a scene shot at an American military base, a vending machine is directly between two characters, and in similar scenes characters are often depicted drinking the soft drink.

[[Cheerios]] and [[Coca-Cola]] were placed in the [[Andrew Lloyd Webber]] musical [[Evita (musical)|''Evita'']], in ''[[Superman (1978 film)|Superman: The Movie]]'', and in its sequel ''[[Superman II]]''. [[Clark Kent]] eats Cheerios for breakfast in ''Smallville''. In ''[[Superman II]]''{{'}}s climax, Superman crashes into a giant Coca-Cola advertisement and saves people on a bus bearing an ad for ''Evita'', before he smashes into a [[Marlboro (cigarette)|Marlboro]] delivery truck.

In the 1993 film ''[[Demolition Man (film)|Demolition Man]]'', the fast food chain [[Taco Bell]] is integrated directly into the film's lore, depicting it as the only remaining restaurant franchise in existence by 2032.<ref name="starring-tacobell2">{{cite magazine |author=Nisid Hajari |date=October 29, 1993 |title='Demolition Man': Starring Taco Bell |url=https://ew.com/article/1993/10/29/demolition-man-starring-taco-bell/ |magazine=[[Entertainment Weekly]] |quote=Other chains wouldn't do a tie-in with an R-rated movie}}</ref> Since Taco Bell was not well known outside of the U.S., for the international release of the film it was replaced with [[Pizza Hut]], another restaurant chain owned by [[Yum! Brands]]. Lines were re-dubbed and logos changed during post-production.<!--According to the [[Wall Street Journal]] this kind of localisation of product placement was a first.--><ref>{{cite web |author=Charles Goldsmith |date=5 November 2016 |title=Dubbing In Product Plugs - WSJ |url=https://www.wsj.com/articles/SB110228925774491481 |url-access=subscription |url-status=live |archive-url=https://web.archive.org/web/20161105205219/https://www.wsj.com/articles/SB110228925774491481 |archive-date=2016-11-05 |website=[[Wall Street Journal]]}}</ref>

In the film ''[[Cast Away]]'', Tom Hanks, the lead character, is a [[FedEx]] employee. A volleyball from [[Wilson Sporting Goods]] is also prominently featured in the film.<ref name="rollingstone" /> References to the delivery company FedEx are made throughout the film, and the company is central to the plot. ''[[The Internship]]'' (2013), which features two unemployed [[slacker]] friends seeking employment at [[Google]], was described by [[Tom Brook]] of the [[BBC]] as "one huge advertisement for Google" that took "product placement to a startling new extreme".<ref>{{cite web|url=http://www.bbc.com/culture/story/20130704-the-internship-a-movie-or-an-ad|title=The Internship: One long ad for Google?|publisher=BBC|first=Tom|last=Brook|date=21 October 2014 |access-date=January 12, 2017
|archive-url=https://web.archive.org/web/20170113161645/http://www.bbc.com/culture/story/20130704-the-internship-a-movie-or-an-ad|archive-date=January 13, 2017|url-status=live|df=mdy-all}}</ref> ''[[Rolling Stone]]'' magazine included it on a list of the 10 Egregious Product Placements in film.<ref name="rollingstone" />

====Early radio and television====
Over-the-air (OTA) radio and television in the United States are not funded through end user license or subscription.
In US [[radio]] since the 1930s and [[television]] since the 1950s, programs have been normally [[Underwriting spot|underwritten]] by [[sponsor (commercial)|sponsor]]s. ''[[Soap opera]]s'' were named for the [[consumer packaged goods]] products advertised by [[Procter & Gamble]] and [[Unilever]]. When television began to grow popular, [[DuMont Television Network|DuMont's]] 1950s ''[[Cavalcade of Stars]]'' show did not rely on a sole sponsor. Sponsorship continues with programs sponsored by major vendors such as [[Hallmark Cards]].

The conspicuous display of [[Studebaker]] motor vehicles in the television series ''[[Mister Ed]]'' (1961–1966), which was sponsored by the Studebaker Corporation from 1961 to 1963, as well as the display of [[Ford Motor Company|Ford]] vehicles on the series ''[[Hazel (TV series)|Hazel]]'' (1961–1966), which was sponsored by the Ford Motor Company from 1961 to 1965, are other examples of television product placement.

The UK commercial television network [[ITV (TV network)|ITV]] broadcast [[admag]]s—entertainment programs with product placement—such as ''Jim{{'}}s Inn'' until Parliament banned them in 1963.<ref name="joseph1980">{{Cite book |last=Joseph |first=Michael |url=https://www.worldradiohistory.com/UK/Television-&-Radio-ITV/25-Years-on-ITV-1955-1980.pdf |title=25 Years on ITV |publisher=Independent Television Books Ltd |year=1980 |isbn=0-900727-81-0 |location=London |pages=33, 36 |access-date=2025-02-22}}</ref>