Competitive Edge - Sports & Entertainment Marketing News

How much is a movie appearance worth to a brand?


In the 2000 film Cast Away, Tom Hanks’ co-star isn’t Leonardo DiCaprio, Meg Ryan, or some other A-list actor.

It’s a volleyball, courtesy of Wilson Sporting Goods.

Throughout the film, the volleyball enjoys 10.5 minutes of screen time worth an estimated $1.85m+ in advertising value. And for this exposure, Wilson paid a grand total of $0.

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Discussion Questions:

  1. What is product placement?
  2. Where does product placement occur?
  3. Why do brands engage in product placement?
  4. Can you think of any examples of where you have a seen a brand in something you are watching or playing?
  5. This news story suggests product placement is a “mutually beneficial” exchange. What does that mean?
  6. How do both parties benefit from product placement?
  7. Are all product placements paid?
  8. This story describes how the product placement process works. Based on that information, what types of potential career opportunities might exist in the business of entertainment?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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