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Cars Drive Easy Film Placement Deals
June 14, 2008 – Car companies have big operations providing vehicles to Hollywood movies and TV productions, according to a Los Angeles Times article, which expresses surprise that often no cash payments are made for exposure. (Marketing to Moviegoers indicates this is the case in a chapter devoted to product placements and tie-in productions, such as movie promotions at restaurant chains.)
The article by Ken Bensinger notes that a scene in Iron Man where “the villain is stomping on the hero when an Audi R8 smashes into the bad guy, knocking him off balance and allowing Iron Man to escape. For Audi, the scene was a dream, a chance for its new sports car to shine in a protagonist's role. Unfortunately, it ended up on the cutting room floor, and since Audi had signed on to spend big bucks promoting the movie with advertising and a website -- not to mention lending the production a lot of cars (including two R8s that were wrecked) -- something had to be done to keep the Germans happy. The solution: a drawn-out shot of an Audi Q7 sport utility vehicle being saved by Iron Man himself, complete with a sustained full-frontal of Audi's four-ring logo.”
General Motors, Toyota, Chrysler, Ford and Lamborghini are also big in product placement. Audi seems to lead among the German makes.
General Motors, Toyota, Chrysler, Ford and Lamborghini are also big in product placement. Audi seems to lead among the German makes.
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