One doesn't necessarily need to be told this, as simply by watching movies and TV it's pretty obvious, but Apple tends to dominate among product placement in media. Some of it is definitely the recognizability of the products, as that logo stands out. Did you realize, however, that Apple managed to get itself placed into 41% of the 44 movies that were tops in box office for at least one week in 2009?
That's what Abe Sauer at The Awl reports in an excellent, and lengthy piece on Apple and product placement. That percentage doesn't include Apple product placement in non-box office winners, or in TV.
Of course, as Sauer points out, there's a discrepancy between Apple's market share and its percentage in placements. Apple currently owns, for example, in the low double-digits of computer market share.
Additionally, Apple products show up in places where, in reality, they would never be. Windows PCs are dominant in corporations, with most companies using PCs for everything, except perhaps for developers who are programming for say, the iPhone. Yet, watch a movie or TV show, and you might think precisely the opposite.
For those more techie, it's often obvious that those using iPhones can't possibly be doing some of the things they do, without jailbreaking the device. A definite no, no in Apple's eyes, and often not generally allowed in corporations, as it opens a few (easily closed) security holes.
Of course, this is all just an extension of the old adage that you must "suspend disbelief" when you watch a movie. After all, does anything really think that discount store clerks look like Jennifer Aniston (The Good Girl), or that Brad Pitt would dump her for Angelina Jolie? Oh wait, the latter actually happened.
Seriously, though, one important point made by The Awl: Apple doesn't pay for this placement, despite what you may think. Abe also adds there's no definitive link between product placement and sales.
Interestingly, Abe goes on to indicate that Apple's product placement is being "covered up" somewhat of late. He cites examples of producers camouflaging the logo with a number of strategically placed cover-ups.
Meanwhile, however, watch Apple's greatest moments in cinema:
No comments:
Post a Comment