PRESS EXCERPTS: Quotes, Interviews
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ONLINE
Silicon.com
Mitel: "When the production company got a handle on what the technology in question could do, it started working its way into the script. Such added bonuses go a long way in explaining to the advertising skeptics why such moves are necessary to catch the eye. When it comes to justifying it to [Mitel's] CFO, initially there was skepticism but now there's no argument. When the production company got a handle on what the technology in question could do, it started working its way into the script. Such added bonuses go a long way in explaining to the advertising skeptics why such moves are necessary to catch the eye."
Silicon Valley North
PropStar: "Marketers today are turning to product placement because of the increasing likelihood that their expensive TV ads are being ignored or zapped out by consumers. The movie and TV industry has come to rely on product placement to help keep escalating production costs down as well as to create more depth and realism to their sets. This innovative marketing tool looks like it is here to stay."
Media In Canada
Tear: "The fact you're inside the show spurs other opportunities, such as consumer promotions. Instead of spending on P-O-S and radio, [marketers] can negotiate promotions before the movie is even made - for significantly less. We know who the other partners are so if you can't carry your own promo but wanted to become a prize for someone else's promo, we can negotiate that. We know exactly how many people go to a movie, how many watch a show, what the DVD and video rental and sales are. Typically, one placement pays for a retainer."
