Oscar-winning movie director Steven Spielberg created the most famous product-placement in screen history years ago in 1982, with Hershey’s Reese’s Pieces in his movie, E.T. The Extra-Terrestrial.

But his movie, The Terminal, starring Tom Hanks takes product placement to new heights—as 90% of the movie’s product placements are barter deals—where marketers barter products and other help for exposure on the screen.

United Airlines couldn’t ask for better product-placement opportunities as movies centered around airline operations don’t come along too often. The airline bartered for its part in the movie, in that no cash was exchanged.

United played a major role in the movie:
• Catherine Zeta-Jones, Hanks’ love interest, plays United flight attendant Amelia Warren.
• The first words in the film are a United boarding announcement.
• About 40 United employees from Los Angeles International appear as extras.
• Also appearing are United 747 planes and Red Carpet Clubs.
• United has been advising DreamWorks (Speilberg’s production company) for 18 months as well as providing employee uniforms, gate signs and logos.

In addition to United’s role, more than 40 other companies (Burger King, Starbucks, Discovery, Nathan’s, Baja Fresh, and Auntie Anne’s among others) built replicas of their restaurants and stores in a 200,000 square foot former military hanger at Palmdale (CA) that doubled for the transit lounge which Hank’s Viktor Navorski character turns into his home away from home.

This entry was posted on Monday, July 30th, 2007 at 5:21 am and is filed under Marketing, Purchasing & Financing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.