February 23, 2005
New box office stars: sneakers, cell phones and fizzy drinks
The newest stars of the box office aren't Jamie Foxx or Leonardo DiCaprio - they're those in supporting roles as sneakers, cell phones and fizzy drink cans, reports The Age in an interesting article on product placement in films.
"A company called brandchannel, tracks product placement in films and has announced their 2004 Product Placement Awards:
"Pepsi had the most cameo roles in films from 2002 to 2004, appearing in nearly 20 per cent of top films in that time.
Coke, Motorola and Nike were among the other brands that enjoyed top billing in recent blockbusters, according to the survey. Apple was bestowed the Lifetime Achievement Award for its ubiquitous presence in a cross-section of genres including dramas to tween flicks.
On the awards page, related to cell phones:
While a great deal of attention was given to Nokia's appearance in 2004's "Cellular," it came nowhere near Motorola's in 2003's "Shou Ji" a Chinese film about a man, his cellphones, his text messages and his suspicious wife.
The film was a domestic box office champ in China and caused a national sensation as women suddenly became paranoid about discovering their husband's affairs via text message logs.
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