For Your Eyes Only: the unknown world of drinks product placement

The product placement industry is worth as much as $40bn globally, but very little is really known about it.
For Your Eyes Only

For Your Eyes Only: 

The unknown world of drinks product placement

Bob Jenkins

A reticent trade In the mid-1990s, Frank Zazza was hired to read scripts, not by a movie or theatre producer but Seagram, then one of the world's biggest wine and spirits groups. Mr Zazza's job was to scan scripts into which Seagram products might be placed, rejecting scenes he deemed inappropriate for its brands. The process was dubbed "negative product placement" and the list of criteria for exclusion long.Mr Zazza explains: "No use of alcohol in seduction. No scenes of drinking...

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