page_title: Product placement
section_title: Product displacement
hierarchical_section_title: Product placement / Types / Product displacement
caption_attribution_description: English: Replica of "Aspen" beer can (Weyland-Yutani) from the 1979 film Alien displayed at ExpoSYFY, San Sebastián, Spain.
context_page_description: Product placement, also known as embedded marketing, is a marketing technique where references to specific brands or products are incorporated into another work, such as a film or television program, with specific promotional intent.
  While references to brands may be voluntarily incorporated into works to maintain a feeling of realism and/or be a subject of commentary, product placement is the deliberate incorporation of references to a brand or product in exchange for compensation. Product placements may range from unobtrusive appearances within an environment, to prominent integration and acknowledgement of the product within the work. Common categories of products used for placements include automobiles and consumer electronics. Works produced by vertically integrated companies may use placements to promote their other divisions as a form of corporate synergy.
  During the 21st century, the use of product placement on television has grown, particularly to combat the wider use of digital video recorders that can skip traditional commercial breaks, as well as to engage with younger demographics.
context_section_description: A real brand logo may be hidden or replaced with fictional brand names in a production, either to imitate, satirize or differentiate the product from a real corporate brand. Such a device may be required where real corporations are unwilling to license their brand names for use in the fictional work, particularly where the work holds the product in a negative light.
  According to Danny Boyle, director of the film Slumdog Millionaire (2008), the makers used "product displacement" to accommodate sponsors such as Mercedes-Benz that refused to allow their products to be used in non-flattering settings. While Mercedes did not mind having a gangster driving their cars, they objected to their products being shown in a slum. The makers removed logos digitally in post-production, costing "tens of thousands of pounds". When such issues are brought up in advance of filming, production companies often resort to "greeking", the practice of simply covering logos with tape, but one of them driven by Latika is shown to have the logos on the car keys.
  Similarly, in The Blues Brothers (1980), portions of the defunct Dixie Square Mall in Harvey, Illinois, were reconstructed in façade and used as the scene of an indoor car chase. Signage belonging to mall tenants was replaced with that of other vendors; for instance, a Walgreens would become a Toys "R" Us.
  Cars (2006) parodies NASCAR, an advertising-heavy sport which controversially had long allowed alcohol and tobacco sponsorships. NASCAR's sponsors were replaced with fictional or parody brands; Dinoco Oil takes pride of place, followed by a string of invented automotive aftermarket products marketed in a similar means to pharmaceutical products. "Dale Earnhardt Inc." displaced "Junior #8"'s sponsor Budweiser to avoid advertising beer in a Disney & Pixar feature. The racing series portrayed in the film is also known as the "Piston Cup", as a pun on the NASCAR Cup Series' past sponsor of Winston cigarettes (during which time it was known as the "Winston Cup Series"; it has since been succeeded by phone carrier Sprint and energy drink Monster Energy).
caption: Aspen beer, a fictional brand from the 1979 film Alien
exif: {"Image ImageWidth": "2967", "Image ImageLength": "1505", "Image BitsPerSample": "[8, 8, 8]", "Image PhotometricInterpretation": "2", "Image Make": "NIKON CORPORATION", "Image Model": "NIKON D3S", "Image Orientation": "Horizontal (normal)", "Image SamplesPerPixel": "3", "Image XResolution": "240", "Image YResolution": "240", "Image ResolutionUnit": "Pixels/Inch", "Image Software": "Adobe Photoshop CC 2014 (Windows)", "Image DateTime": "2017:05:19 17:43:11", "Image Artist": "Urko Dorronsoro Sagasti", "Image Copyright": "Urko Dorronsoro Sagasti", "Image ExifOffset": "360", "Thumbnail Compression": "JPEG (old-style)", "Thumbnail XResolution": "72", "Thumbnail YResolution": "72", "Thumbnail ResolutionUnit": "Pixels/Inch", "Thumbnail JPEGInterchangeFormat": "1026", "Thumbnail JPEGInterchangeFormatLength": "5079", "EXIF ExposureTime": "1/60", "EXIF FNumber": "5", "EXIF ExposureProgram": "Manual", "EXIF ISOSpeedRatings": "800", "EXIF ExifVersion": "0221", "EXIF DateTimeOriginal": "2013:10:30 19:43:24", "EXIF DateTimeDigitized": "2013:10:30 19:43:24", "EXIF ShutterSpeedValue": "5906891/1000000", "EXIF ApertureValue": "290241/62500", "EXIF ExposureBiasValue": "0", "EXIF MaxApertureValue": "18/5", "EXIF SubjectDistance": "133/100", "EXIF MeteringMode": "Pattern", "EXIF LightSource": "Unknown", "EXIF Flash": "Flash did not fire", "EXIF FocalLength": "24", "EXIF SubSecTime": "65", "EXIF SubSecTimeOriginal": "65", "EXIF SubSecTimeDigitized": "65", "EXIF ColorSpace": "Uncalibrated", "EXIF ExifImageWidth": "389", "EXIF ExifImageLength": "685", "EXIF SensingMethod": "One-chip color area", "EXIF FileSource": "Digital Camera", "EXIF SceneType": "Directly Photographed", "EXIF CVAPattern": "[2, 0, 2, 0, 0, 1, 1, 2]", "EXIF CustomRendered": "Normal", "EXIF ExposureMode": "Manual Exposure", "EXIF WhiteBalance": "Auto", "EXIF DigitalZoomRatio": "1", "EXIF FocalLengthIn35mmFilm": "24", "EXIF SceneCaptureType": "Standard", "EXIF GainControl": "Low gain up", "EXIF Contrast": "Normal", "EXIF Saturation": "Normal", "EXIF Sharpness": "Normal", "EXIF SubjectDistanceRange": "0"}