Producing : Product Placement by Maurice Vaughan

I have extensive experience, going back to my first feature many years ago. On Dark Veil and Uncharted Freedom, and the upcoming Dark Veil Game Jam, we have a very strong sponsorship/product placement team. It's not what people think it is - though at times can be a significant part of your project.

Thanks for sharing your experience and the insight, Shadow Dragu-Mihai. Do you suggest indie producers start with local products? I'm guessing it's easier than trying to get bigger products and name brand products for their films, shows, etc.

I don’t have yet Maurice Vaughan, but I am eager to learn about it!

At what stage did you pursue and integrate product placement and does it affect moving the project along quicker?

Joel Cousins Depends. The product placement landscape has changed over the years. Today, many "agencies" simply market to possible companies through email - which is a very very slow burn and so far I have never seen it work. Because securing product placement is an ACTIVE SALES function and email is not sales, it is general marketing. You would begin the process of identifying brands and products in preproduction - it's pointless before that because you have no place to put a product. Sponsors are buying something "now" not in the future - their budgets work that way. Often you might get a product in literally a day or so before a scene. Exceptions are on series which are in production or prep - I worked on Top Chef, Hell's Kitchen, Restaurant Express and others, and they get literal tons of branded products in at the start of a season. To your second question - if it affects your project timeline, something is wrong. Product placement might defray some costs or add some value (or not) but if you are depending on it for production, you're not in a good place.

Shadow Dragu-Mihai both your points make sense. I appreciate the clarification and felt uneasy about entertaining this prematurely in my project's process. Thanks for thoughts.

Product Placement is a generally misunderstood and confusing topic. For the most part an indie film should not expect funding however free product for your film and crew is the trade-off (soda, cigarettes, snacks for crafty, etc.) The real movement emerging as a serious support mechanism is branded entertainment. Brands have realized getting in the door of a production at early stages and incorporating their products into story can offer an advantage over advertising. These are growing in value yet aimed at productions which they might feel would merit the investment (get wide distribution.)

Thanks for sharing the insights, @Shadow and @Jack. I watched a movie yesterday. I saw two product placements in one scene. Is that common?

Maurice Vaughan You're welcome. Yes, that is common if provided.

Thanks, Jack Binder.