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In Superman II, Marlboro paid a sum of US$42,000 for 22 placements. Not only did Philip Morris arrange for Lois Lane (Margot Kidder) to smoke Marlboro, but Superman II also included a classic fight scene in which Superman and the bad guys throw a Marlboro truck back and forth across Lexington Avenue. From , Apple computers in Mission Impossible to Reeses Candy in ET, we have seen almost all products placed in our movies.
So whats next for Product Placement?
Enter : Virtual Product Placement.
Product placement that is done post a movie’s production is Virtual Product placement. Images of products are digitally inserted into movie frames to make them look like they belong in the original footage. This technology can be the solution to video monetization on the web. Also, would someone be able to take the entire library of Hollywood films - from silents, to musicals to the present day movies and tag them digitally with virtual product placement? If that happens what would that mean? Can the miles and miles of archived celluloid be brought back to commercial life?
Ofcourse, any new technology poses new challenges. But, I am hopeful someday an idea like this will sound as easy as coloring our black and white movies.
Here are some brave companies that are exploring this challenge :
