In the USA this unconventional way of advertising has been used for 15 years and its commercial results are absolute. Thousands of viewers, at times millions, are daily exposed to the product in a prestigious and well-appreciated location, such as a movie before the advertising intrusion, which really does not exist for this kind of promotion. From here the positive perception at the base of this communication strategy.

Thanks to product placement, the product promotion is no more only commercial but gets into a more artistic sphere. The first aim is to consolidate a brand and rejoice over its movie success. Let’s think about some movies such as Matrix or to some serial that has become a “cult” and a “way of life” such as “Desperate Housewives” or to the success of the next season, “2012”, that has chosen several of our products to improve its personality.

A good news is that the costs are the most competitive ever recorded in the advertising history. This happens when a product is well placed in a movie and is “played” by the movie production to define a character or a place (in case of accessory and household furniture) becoming useful for its aim. The same game is passed on the audience more or less consciously; it will read it as a narrative instrument as well as an important information that in the present or next future will influence its shopping.