Product Placement in Cinema-Good Model or Irritative Advertising

Isidor  Karadimov

doi:10.46324/PMP2103319

Isidor Karadimov University of National and World Economy https://orcid.org/0000-0002-6190-2548

DOI: https://doi.org/10.46324/PMP2103319

Keywords: cinema, product positioning, consumer behavior

Abstract

Product placement is one of the forms of financing in cinema. This is a legal form for realizing hidden advertising. Adherence to strict rules when implementing a product in the final version of the film for advertising purposes is a good tool, both to fill the budget and purely plot. In American film production, product positioning is intended to add a few percent to the film's budget. In Bulgarian cinema, product positioning is used as the main source of funding for the creation of an independent film outside those funded by the National film center (NFC).

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