Product placement is increasingly expected by advertisers, said my former colleague Harv Furman, vice president and director of market investments for Minneapolis-based Compass Point Media.
Furman was ahead of the product-placement curve, and in 1997 he took the term literally, negotiating to have a Frigidaire refrigerator delivered live to the set of "Dinner and a Movie" on TBS. To display its no-frost technology, the delivery man even removed a book of poetry by Robert Frost from the freezer.
Surmising the dynamic tension between commerce and culture, Furman says, "The producer's No. 1 criteria is to try to blend a product in so it doesn't turn off viewing potential, which can run counter to a client's objective of being as overt in selling product attributes as possible."
Like many of the creators interviewed in "Greatest Movie," Minneapolis' Matt Goldman, an original staff writer on "Seinfeld," calls product placement "part of our world." Read More
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