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Is Hollywood Co-Promotion Worse Than Brand Integration? Star Wars and FCA to Find Out

Product placement in movies has evolved radically since Bumblebee Camaro raced back into our hearts — and many driveways — following the 2007 Transformers remake. In the last 20 years, paid PP was all about screen time and brand impact.  The challenges were to say the name of the product on film and have it be a hero type of character.  Without appearing saccharine.  (Bad examples include Acura and Sony in every Hollywood media program they have ever done.) For ‘good’ results, it was about showcasing the car organically throughout the film, with real-life displays of prop replicas generally involved …

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