As mentioned in our post “Product Placement Is Not Just For Products,” the concept of Integrated Product Placements can be applied to more than just the actual products. This includes:: packaging, billboards, POS displays, posters, logoed merchandise and trade show booths.
But can you place brands who just make software? Yes! While the most technically straightforward “asset” placements are physical, it is also possible (and profitable) to place software on sets.
Why would production bother? They can just make stuff up…
The twenty-first century is more digitally integrated than ever before, and this has minimized our suspension of disbelief for “fake” software. The more exposed we are to real search engines and social media, the more obviously fake branding stands out.
The use of “knock-off” software in productions may be a quick fix, but it doesn’t work - think fake platforms like “facepage” or fictional search engines like “moogle.com” In these cases it is the fake branding that takes viewers out of the story. Using the actual software gives the show a stronger basis in reality.
In response to this audience feedback, productions prefer to integrate real software into productions wherever possible. But to do that, they need a legal release, which is tedious and time-consuming. Many software ompanies make this process extremely difficult, so the productions go bake to making stuff up. So in order to be successful Software Companies need to make that process as easy as possible. Once the productions learn how easy it is, they will come knocking on your agency’s door. As an example, Mozilla made the legal process for Firefox simple and easy, while other browsers did not. So guess which was the real browser of choice for productions?
In addition to making the legal release an easy process, providing the actual software as well as screen shots of your software, saves productions time. When the software is added in post-production, they can easily insert your materials. Or better yet, the use of real-world software means the software can also be filmed live alongside the actors actively using it.
The ability to use real-world technology believably on-screen helps suspend the audience’s disbelief, allowing them to remain invested in the narrative. Where many elements of technology are chalked up to “Hollywood Movie Magic,” the presence of real software grounds the narrative and increases investment in the story.
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Eclipse Worldwide specializes in and leads the industry in Organic, Fee-Free Product Placement in Television and Film Productions. Founded in 1997, it has placed over 170,000 Products seen in over 30,000 Episodes, with a value of over 10 Billion Dollars, reaching over 100 Billion Viewers for its clients, all without paying fees