Covering Cinema From All Across The African Diaspora

RANDOM - It's All About The Branding! is a cool site that lists all product placement found within studio feature films, going back to 2001.

Something to pay attention to next time you sit down to watch a movie, and to later discuss, when you and your pals go to Starbucks afterward and order Frappuccinos, oblivious of the fact that you might be doing so because a character in the movie you just saw was drinking one.

For example, in the 2002 hit Barbershop, according to BrandChannel, brands featured in the dramedy include the following: 360 Style, All, Bear Credit, Bentley, Big Daddy, Burger King, Cadillac, Cadillac Escalade, Chevrolet, Chicago Tribune, Chock Full O’Nuts, Cocoa Pebbles, Cristal, Dentyne, Durex, Ebony, Ecko Unltd, Fred Perry, FUBU, Gatorade, Gillette, Grape-Nuts, Hennessy, Herbalife, Honda, Huggies, Intl. House of Pancakes, Kodak, Krispy Kreme, Lucky Tiger, Lugz, Master Lock, Meoshe, Mercedes, Miss Sixty, MUG, Nilla, Now and Later, Oldsmobile, Oprah Winfrey, Oreo, Pelle Pelle, Pepsi, Planters, Pure Playaz, Range Rover, Red Lobster, Samuel Adams, Savoy, Sean John, SnackWells, Toyota, Triscuit, Tropicana, Us magazine, USA Today, USPS, and Viagra!

You can tell who the target audience of the film is, without even knowing what the film is about, or who is in it, just by looking at the brands featured in the film :o)

Or how about 2004's You Got Served? Featured brands include: Adidas, Aquafina, Cadillac, Casio, Converse, Ecko Unltd, Fiji, Girbaud, Jordan, K-Swiss, Mecca, Motorola, MTV, New Skool, Pepsi, Portland Trailblazers, Reebok, Schott, Shady, Sony, Tropicana.

Comparing the brands featured in the above 2 films, you'll notice some crossover - both films featuring a lot of similar clothing and shoe brands, which obviously tells us something about who the target audiences of both films are.

This is all useful info I think. I feel like so much analysis could be done with this data to reveal lots of interesting facts about the business and how audiences are mapped. It would be interesting to look at the box office totals of each film as well, and determine what the combination of that data with the branding data would tell us.

The website's most recent film covered is Madea Goes to Jail. Featured brands include: Acura, Apple, BLUE BIRD, BMW, Cadillac, Chevrolet, Chrysler PT Cruiser, Clorox, Coca-Cola, Craftsman, Dell, Dexter Laundry, Die-Hard, Ford, GE, Hostess, Kenmore, K-Mart, LifeGas, Maersk, MasterCard, Minute Maid, Mistic, Nike, Philips, Pontiac, Rainbow, Ruffles, Ryder, Schweppes, Sunbelt Rentals, Tabasco, and Volkswagen.

Lots of car makers, aren't there? What does that tell us about what the film's producers think about the film's audience?

None of these occurences are coincidences, by the way... these companies pay good money to have their products featured in each of these films. Some film financing is made possible by agreements between producers and companies interested in product placement.

Check out for breakdowns of other films. It's not a complete list, but there's enough there to keep you busy for awhile.



  1. Anonymous said...

    ok ok there is this scene in transformers with anthony anderson getting investigated those krispy kremes look deliciousssssssssssssssssssssssssssssssssssss

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