Placement of Products

Saturday, April 01, 2006

Digitally placed

The newest trend in product placement: digitally inserting your product into the show.

Sounds a little high tech, doesn’t it? But why not? Instead of making sure that the box of Cheeze-Its is positioned correctly in the shot and risk the actors messing up the arrangement, Numb3rs producers can work with their sponsor in post production ( They can digitally situate where the box is going to be placed on the counter, where nothing had been before.

Apparently, people are, as tends to be the trend with any development with product placement, up in arms about this advancement. But I can’t understand why. What’s the difference between having the box actually there in the shot or using a computer to insert it in the shot? It’ll be in the final product no matter what, so what’s the big deal?

The biggest problem comes from the flow of revenue. Just as is the problem with the Writers Guild of America, its not so much about compromising art as it is about the money. The producers are asking writers and directors to jump through hoops to make these products look good, but the only one who sees profit from these products are the producers. The writers and directors can yell about art as much as they want, but when it comes down to it, its money that has the main stage.


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