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Stéphane Debenedetti et Isabelle Fontaine
Cinebrands :cinema, brands and product placement
Le Temps des médias n°2, printemps 2004, p.87-98.Though not a recent practice, brand placement in movies has developed rapidly during the last few years. Does the intrusion of this advertising logic into the film itself threat or benefit cinema as an art form? From a review of the attitudes of the different players in the movie system, this paper move on to investigate the impact of brand placement on (1) the creative process, (2) the production and marketing of films and (3) their reception by moviegoers. Brand placement highlights the ambiguous relationship of cinema as a cultural industry.
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