Product Placement: Suicide Squad

When it comes to companies around the world, they market their brands through different channels such as television programs, performances and movies in order to expose their brands (Keegan & Green, 2015, p. 473). This essay will cover why product placement is involved with movies, whether they increase product awareness and appeal to consumers and lastly how movies become placed around the globe.

A recent movie that has used the concept of product placement is Suicide Squad (2016). Product placement as shown by Gupta and Gold (1997, as cited in Cha, 2016, p. 95) discusses brands incorporating themselves in movies to gain some type of monetary return. The reason why movies use brands like Suicide Squad is because they need the money to produce

From a marketing perspective, product placement from celebrities are used to publicise brands as they promote the movie to consumers (Keegan & Green, 2015, p. 474). Being a movie producer they also have the power to receive incentives if they write products into a script in exchange for marketing and promoting the movie. A company or brand for example depending on where the movie is produced can agree to a deal similar to a barter agreement. This will give producers the opportunity to utilise their products in exchange for licensing rights. For example, if the movie is an action film like Suicide Squad, the movie can be linked to products. These include five brands that have been placed within the movie illustrated by Concave (2016) a brand tracking site. The first brand is a Dodge vehicle; the second is a Chevrolet vehicle; the third brand is Arc’teryx, which is a jacket that is worn by one of the characters; the fourth brand is a Samsung mobile phone and the last brand is a drink bottle named Asani. Consequently, Cha (2016, p. 96) discusses that revenues are expected to double for both movies and brands with an estimation of 16.5 billion. This not only shows how important the movie market is in one country but