The Relationship Between Product Placement and the Performance of Movies: Can Brand Promotion in Films Help or Hurt Moviegoers' Experience?

Star power, genre, sequel, and word of mouth (WOM), are among the critical factors affecting a film's box-office success.

The Relationship Between Product Placement and the Performance of Movies: Can Brand Promotion in Films Help or Hurt Moviegoers’ Experience?

Reo Song

California State University, Long Beach

Jeffrey Meyer

Bowling Green State University, Bowling Green, Ohio

Kyoungnam Ha

University of New Haven, West Haven, Connecticut

MANAGEMENT SLANT

  • Product placements in movies exhibit a positive relationship with movie revenues, but when used in excess, this relationship with revenues turns negative.
  • The relationship between product placement and the benefits a consumer receives from media programing is robust across movies with different budgets and qualities.
  • These findings have important managerial implications for both...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands