Australia - Product Placement: It’s Subtle, It’s Powerful, But Is It Legal?
Posted by iTVX Staff on 17th September 2007
A small wrinkled alien is lured inside a suburban house with a trail of sweets, leading to a warm, loving relationship with the human occupants.
Twenty-five years on, the candy trail in E.T.: The Extra-Terrestrial remains the classic example of product placement, which is the placement of a sponsored product or brand into entertainment content. E.T.’s favourite food, Reese’s Pieces, enjoyed an estimated 60 percent surge in sales following the release of the movie, showing the power of a canny product placement.
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