Blades of Product Placement

Blades of Glory
Blades of Glory takes the gold at the box office, and skates away a winner for yet another week – crushing the competition. The film chronicles the rise of the world’s first men’s-pairs skaters for the “Orbitz World Wintersport Games”.

As in reality, brand image logos of both the expected and unexpected sports sponsors slip on and off the ice: PUMA, Adidas, TrimSpa, Dunkin’ Donuts and Crest Whitestrips surround the rink during competitions.

While paid corportate sponsorship of this sport hasn’t reached the same level of auto racing, this comedy’s 57 brand appearances easily make it the most branded film of 2007 to date.

According to PQ Media, growth of global product-placement spending in all media grew 37 percent last year. If this forecast proves accurate, film-placement spending will grow 20 percent this year…so stay tuned for more brand-packed films like this week’s box-office leader.

Check out this impressive list of featured brands: 7-Eleven, adidas, Airwalk, Arthur Murray Dance Studios, Aveeno, Budweiser, Capri-Sun, Captain Morgan, CBS, Chevrolet, Cigar Aficionado, Cool Whip, Crest, Cup Noodles, DC Shoes, Dunkin’ Donuts, ESPN, Fiji, Foot Locker, Forbes, Google, Honda, Honeycomb, Johnson & Johnson, Lincoln, Mane ‘n Tail, Maxim, Men’s Health, Milk Duds, Money, Nationwide, Nintendo Game Boy, Orbitz, Original Penguin, Pepsi, Philips, Pioneer, Pop-Tarts, PUMA, Robeks, Salomon, Sealy Posturepedic, Sennheiser, Skittles, Slim Jim, SoBe, Sports Illustrated, Subway, The North Face, Time, TrimSpa, Trojan, Verizon, Volvo, VTech, Xbox, Zamboni.

Personally, I think this works well for a film like this – an expected placement genre. But what happens to films that are obviously promoting brands to fill-in the bottom line at the box office?

Time (and taste) will tell.

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