The rising marketing costs and the economic crisis are causing a real revolution in the land of product placement. In the past brands could get exposure time in blockbuster movies by simply rendering services and goods in return. Nowadays with exposure time becoming more and more expensive the old methods aren’t enough to reimburse the producers for their “troubles”.
To make sure the service reflects the price a new method called marketing support was needed. A brand promotes the movie and by doing so they save the producers a lot of money, which evens out the equation and renders both sides satisfied.
Philippe Blancquaert
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