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    Product placement in the film industry by Thomsen, William

    Since the earliest days of motion picture, product placement has been a part of the film industry. Product placement, or brand integration, is the inclusion of specific brands into a creative work. In recent years, product placement has been utilized in more and more feature films. Brand integration has the potential to help both the consumer products industry as well as the film industry. However, there is a high level of risk associated with the utilization of product placement. Through interviews with professionals in the film industry, I attempt to uncover details that make a product placement deal successful. The results of this research lead to certain strategies that can mitigate the risk associated with brand integration. Exclusive and transparent contracts will help make the product placement industry more efficient.