Here is 5 part video I found on youTube this weekend called “Behind the scenes: Hollywood Goes Hypercommercial”. It is a critical look at how product placement is affecting movie making.
The video was created by the Media Education Foundation in 2000, so it may feel a little dated, but it is as relevant today as it was 7 years ago.
Product placement has become more prevalent in film and TV since then, not less. And online video is no different. Both professional and user generated content on sites like youTube and Revver are already being used by marketers to display their products.
Sometimes the product placement is transparent and out in the open like when companies post their commercials online, or run contests. But quite often marketers are looking for stealthier ways of integrating their products with popular content.
There are already several companies including Brandframe, WePlace, and InShot that are publicly offering their product placement services to help marketers get their product seen on user generated video sites. They are charging on a pay per view basis.
Product placement is inevitable and when people are revolting against ads with their DVRs and ad blocking web browsers, be prepared to see a lot more of them creeping into online video.
I thought these videos would be a good reminder to us all of the power of product placement and the fact that everyone is not a fan.
Behind the scenes: Hollywood Goes Hypercommercial - part 1 of 5
Behind the scenes: Hollywood Goes Hypercommercial - part 2 of 5
Behind the scenes: Hollywood Goes Hypercommercial - part 3 of 5
Behind the scenes: Hollywood Goes Hypercommercial - part 4 of 5
Behind the scenes: Hollywood Goes Hypercommercial - part 5 of 5
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