Product Placement - Digital Style

Some U.S. brands that figure in product-placement deals with movie studios are being digitally replaced - at a cost of $10,000 to $90,000 - with other brands in overseas releases, the Wall Street Journal reported. "If you can take a can in someone's hand and change that from one brand to another, it opens up a tremendous amount of revenues," Marsha Levine, president of the product-placement group A List Entertainment Inc., of Beverly Hills told the newspaper.. "You have this amazing arena that's just beginning ... The industry is going through a revolution." But Gary Ruskin of Portland-based Commercial Alert told the Journal: "It's a sad phenomenon, part of the descent of movies into glorified infomercials."
2004-12-13 10:21:01