Editing Product placement (section)

====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]].