When people I don’t know ask me what I do, I often say “I provide free props to TV and Film productions.” I avoid the words “Product Placement” as most viewers cringe when they hear that term - and rightfully so. No one wants to be forced to watch an advertisement in the middle of the show or movie they are watching, especially when it takes them out of the story. I agree.
The problem is not “Product Placement”. The problem is “Paid Product Placement.” When a vendor pays for inclusion, it comes with lots of demands - minimum number of seconds, specific usage, logo on screen. Why wouldn’t they expect and demand that. They are essentially buying an ad, and they are used to getting those types of guarantees whenever they do.
Scriptwriters are forced to write the product in. Set Decorators and Prop Masters are forced to use the product on set. Directors must assure that the minimum amount of screen time is included when shooting. How can that possibly be seamless to the viewer?
One Might say that “PAID Product Placements” are a win-win for productions and vendors. Why not? The production gets money and the vendor gets exposure. However, this perspective does not take into account the most important factor - the reaction of viewers. If you distract a viewers focus and involvement a the story with an advertisement, they will think less about the production and be totally annoyed at the vendor.
But it does not have to be that way. When Product Placement is approached Organically, it is a win-win-win for productions, vendors and viewer.s Here’s why…
Product Placement Agencies that never pay fees for inclusion in productions work very differently. Nothing is forced, or demanded. The Agencies keep in touch with Set Decorators, Prop Masters, Wardrobe and Transportation Professionals so that they are well informed on what products are available for their use. When any of these Professionals see a good fit for the product in their production, they will contact the agency to have it sent to the set.
Why? What is the benefit for the production? Let’s use the example of a Set Decorator that is dressing a high-end kitchen and is in need of a high-end Espresso Machine.
There are three options for these professionals to get that machine.
Buy The Product - Sometimes this is the only option, but obviously very expensive. And once it is purchased, they still have to contact the vendor for a legal release. And then, what to do with it at the end of production?
Rent The Product - This is why Prop Houses exist. However, it is often difficult to find high-end, new appliances at these outlets. And of course, if found, they need to pay a rental fee.
Use a Product Placement Agency - Best place to get new, shiny, products, rent-free, and with no hassles with legal releases.
All of the above methods help productions achieve their artistic goals. All of these products fit into the production “Organically”. So, even if a product is featured, it is a natural fit - and a viewer will never say, “I wonder how much that company paid to ruin my show”.
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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