Space Invaders: The Virtual Product Placement Invasion
By Allen Rushing
Virtual Product Placement (VPP) seems poised to invade the space of many unsuspecting viewers who have paid subscriptions to major streaming services such as Paramount, Amazon Prime, Disney, and Netflix.
According to Deadline’s Jesse Whittock: “Virtual Product Placement (VPP) could be set to become big business for entertainment companies.”
He went on to say that, “a new report from insights firm Radicle sponsored by VPP firm Ryff… estimates the total opportunity to make addressable revenues from feature films and TV series libraries in the U.S. is $6.6BN, with legacy titles like NCIS and Friends the best suited for exploitation.”
He concludes: “In practice, VPP sees paid-for products and brands placed into shots in post production — effectively an alternative to traditional advertising, but despite having been around for a while now hasn’t yet really taken off….Should that change, Paramount, Warner Bros Discovery, Disney, NBCUniversal and Netflix could be among the biggest winners….We’ll see next year if VPP becomes a meaningful part of media firms’ business plans, or if it’s a false dawn.”
Product placement is as old as fallen humanity in the sense that it is present whenever someone tries to sell anyone anything they are told they “need.”
But the much maligned lawyer, used car salesman, or shysters of other shades are not the only ones who engage in this practice. Film is a medium which would seem to naturally lend itself to product placement and the film industry has become known for this practice.
According to The New York Times’ Sophie Haigney: “The first documented example was in 1896, when the Lumière brothers, often credited as the earliest filmmakers, agreed to feature soap in their film ‘Washing Day in Switzerland.’ But the rise of streaming has led to an explosion in product placement.”
Next year, 2023, will likely tell the tale of VPP fortunes and those streaming services which plan to embrace this new money making gamble best. It will largely depend on the reaction of viewers to this potential big business army of Space Invaders.
Now more than ever we’re bombarded by darkness in media, movies, and TV. Movieguide® has fought back for almost 40 years, working within Hollywood to propel uplifting and positive content. We’re proud to say we’ve collaborated with some of the top industry players to influence and redeem entertainment for Jesus. Still, the most influential person in Hollywood is you. The viewer.
What you listen to, watch, and read has power. Movieguide® wants to give you the resources to empower the good and the beautiful. But we can’t do it alone. We need your support.
You can make a difference with as little as $7. It takes only a moment. If you can, consider supporting our ministry with a monthly gift. Thank you.
Movieguide® is a 501c3 and all donations are tax deductible.
Now more than ever we’re bombarded by darkness in media, movies, and TV. Movieguide® has fought back for almost 40 years, working within Hollywood to propel uplifting and positive content. We’re proud to say we’ve collaborated with some of the top industry players to influence and redeem entertainment for Jesus. Still, the most influential person in Hollywood is you. The viewer.
What you listen to, watch, and read has power. Movieguide® wants to give you the resources to empower the good and the beautiful. But we can’t do it alone. We need your support.
You can make a difference with as little as $7. It takes only a moment. If you can, consider supporting our ministry with a monthly gift. Thank you.
Movieguide® is a 501c3 and all donations are tax deductible.
