Then there's the dress Demi Moore wore in Indecent Proposal . Rumor has it that Twentieth Century Fox had to open an additional phone line to answer calls they were getting to find out who made that dress. With the addition of tie-in promotions a company may profit regardless of whether a movie does well or not. Product placement can be more complicated than it seems. Generally, it is handled through advertising agencies, public relations firms, direct negotiations between the studio and the advertisers, and by independent product placement agencies that serve as brokers between the manufacturer and the studio.
Some companies pursue product placement on their own or get exposure without even trying.
I actively seek placements for my clients. I contact studios and production companies and negotiate deals on my client's behalf. I've been fortunate to make really good connections with people which enables me to optimal placements.