SO YOU WANNA BE IN PICTURES; MARKETING GURUS SHARE THEIR HOLLYWOOD STRATEGIES FOR PRODUCT PLACEMENT.

Daily News Record, August, 2003 by Bailey, Jee

Ever since E.T. proffered Reese's Pieces to his earthling friends, and thereby sent sales of the candy soaring, marketing executives have dreamed of prime placement for their product in theatrically released movies. Young men's companies are no exception, and while music videos, magazine editorial, television programs and high-profile events are all excellent ways to push apparel into the public eye, nothing boosts recognition like inclusion in a blockbuster film. How can an aspiring label make it to the final cut?

China Flowers, who oversees product placement for Enyce, puts it simply: "It's all about who you know." Personal relationships are by far the most important factor in placing product. Flowers has parlayed her company's relationship with stylist Shawn...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.