On October the 15^th in Stuttgard, in Germany, there was the seventh international conference on Product Placement. As curiosity, there was just one American speaker (and we are speaking about the prophets of this instrument), his name is Frank Zazza, a friend of our blog that sometimes quotes and mentions us, but above all he is the CEO of ITVX, the portal that “measures the evolutions of Product Placement”. His subject was “the Branded Entertainment during the crisi time”. Before him a professor from Sorbonne (jean-Marc lehu) spoke about the strategies of product placement from the point of view of France (we have already spoken about in another blog), then a manager by mediaplus talked about the dynamic that has taken Product Placement to become “Brand Entertainment” and this I am sure was one of the most interesting speech as it will open a new season for Product Placement, giving it dignity and prizes. The conference was closed by two participations about the integration between product placement and digital medias and above all the most impressive speech by the lawyer Stephan Leitgeb about the European rules on the regulation and implications of Product Placement within any national legislation. And from here on we will know if and how long the future of this resource will be within the European cinema. If the answer was be negative Hollywood and Bollywood would be very happy to welcome the refugees!