EmptyProduct placement gains
Paid product placement in the U.S. rose 44.5% to $2.2 billion last year and is forecast to jump another 33.7% to $2.9 billion in 2007, according to a research study released by PQ Media. The growth in global paid product placement was a bit less robust, increasing 37.2% to $3.36 billion in 2006, with a projected rise of $30.3% to $4.38 billion in 2007. The study is an updated version of one released in August to provide clients with individual reports on the 15 leading placement markets in Europe, Asia and the Americas.
Riding the red eye
AMC has created a customized advertising package for Johnson & Johnson, leveraging the network's library of films to promote J&J's Visine brand of eyedrops. The sponsorship commitment involves three movies airing this month that feature lead characters experiencing some sort of eye irritation: "Down and Out in Beverly Hills," "Volcano" and "The Quick and the Dead." J&J will receive on-air presence for three weeks, including branded open and closes and integrated tune-ins around the films.
New Line Cinema and Discovery have launched a nationwide cross-promotional campaign for the studio's sci-fi feature "The Last Mimzy" and the cable network's "Planet Earth" series. At more than 100 Discovery Channel Stores, shoppers can receive free screening passes for "Mimzy" or a mini-movie poster. The film and series contain similar themes about technology and the environment, the companies said.
Grinding it out
Turner Broadcasting and Dimension Films announced a co-branded marketing campaign for Dimension's "Grindhouse" that will include a guest-host appearance by Quentin Tarantino during TNT's back-to-back presentation of his "Kill Bill" films on March 25. "Grindhouse," in theaters April 6, is a double bill of thrillers featuring Tarantino's "Death Proof" and Robert Rodriguez's "Planet Terror."