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Mission: Impossible - Ghost Protocol
Date: 16 Dec-1 Jan., 2012
Studio: Paramount
Weekend gross: $141 M
Featured brands:
Apple,
BBC,
Belstaff,
BMW,
Bulgari,
Burj Khalifa,
Canon,
Casio,
Coca-Cola,
Dell,
Dos Equis,
Ferrari,
LG,
Oakley,
Panasonic,
Persol,
Prada,
Rimowa,
Zippo
Comments: Mission Impossible product placement
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Sherlock Holmes: A Game of Shadows
Date: 16-18 Dec., 2011
Studio: WB
Weekend gross: $40 M
Featured brands:
Cambridge University,
The Daily Graphic,
The Savoy
Comments: The modern, guns-blazing, action-packed kung-fu adaptation of the legendary literary character unraveled the secrets to the box office this weekend, raking in $40 million.
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New Year's Eve
Date: 9-11 Dec., 2011
Studio: WB
Weekend gross: $13.7 M
Featured brands:
Aéropostale,
Apple,
Bank of America,
BlackBerry,
Buick,
Cadillac,
Cadillac Escalade,
Cisco,
Dell,
Disaronno,
Disney,
Dunkin' Donuts,
Facebook,
FAO Schwartz,
Ford,
Hard Rock Cafe,
IKEA,
Kodak,
LG,
Lincoln,
Marshall Amplification,
Maxell,
McDonald's,
Moët & Chandon,
New York Life,
New York University,
New York Water Taxi,
Nivea,
NY1,
Pepsi,
Philips,
Queens Museum of Art,
Radio City Music Hall,
Rémy Martin,
Sbarro,
TDK,
The Julliard School,
Tiffany & Co.,
Times Square Alliance,
Tufts University,
Zoo York
Comments: New Year's Eve is bloated with as much product placement and brand name-dropping as it is marquee names.
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The Twilight Saga: Breaking Dawn Part 1
Date: 18 Nov-4 Dec., 2011
Studio: Summit Entertainment
Weekend gross: $198.1
Featured brands:
Apple,
Belstaff,
Bombardier Aerospace,
Chris Craft,
Crest,
ESPN,
HTC,
LG,
Pepto-Bismol,
Rainier,
Stila,
Tampax,
Volvo,
Yahoo!
Comments: While Twilight has largely foregone product placement, it has found a genius other way to profit on its brand of romancing vampires verses werewolves.
The identifiable products in Breaking Dawn, as with the last film Eclipse, added up to just a handful. Brands that have appeared in most of the film — like Volvo and Apple — are again onscreen. Apple's glowing logo jarringly leaping out in one scene.
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Immortals
Date: 11-13 Nov., 2011
Studio: Relativity
Weekend gross: $32 M
Featured brands:
none
Comments: The Greek myth-inspired Immortals has no brands, so this week Abe Sauer looks at upcoming holiday movie Arthur Christmas, which opens Nov. 23rd.
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Puss in Boots
Date: 28 Oct-6 Nov., 2011
Studio: DreamWorks
Weekend gross: $67 M
Featured brands:
none
Comments: That Puss in Boots is a DreamWorks project also confirms our observation that the studio has moved away from product placement in its animated films.
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Paranormal Activity 3
Date: 21-23 Oct., 2011
Studio: Paramount
Weekend gross: $54 M
Featured brands:
Fuji,
Maxell,
San Diego Padres,
Teddy Ruxpin
Comments: The movie's opening weekend set a number of records, including a new record for a midnight opening for a horror film ($8 million), the best opening day for a horror film in the U.S.
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Real Steel
Date: 8-16 Oct., 2011
Studio: Buena Vista
Weekend gross: $41 M
Featured brands:
Beats by Dre,
Belstaff,
Bing,
Budweiser,
Cadillac,
Capital One,
Coca-Cola,
Del Taco,
Dr. Pepper,
ESPN,
Everlast,
HP,
International Harvester,
Mercedes,
Niagra,
Nike,
Nokia,
Ray-Ban,
Rimowa,
Royal Purple,
Sprint,
United States Air Force,
Virgin,
Wired,
Wrangler,
Xbox
Comments: Real Steel is 'real loaded' ... with product placement. The kind that gives product placement a bad name.
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Dolphin Tale
Date: 30 Sep-1 Oct., 2011
Studio: Warner Brothers
Weekend gross: $14 M
Featured brands:
Align,
Bay News 9,
Body Glove,
Coleman,
Dell,
Farmland Dairies,
Gigablast,
Honey Bunches of Oats,
Jansport,
Kim & Scott's,
Lacoste,
Lull,
Nintendo,
Nintendo Game Boy,
O'Neill,
Pedialyte,
Rubik's Cube,
U.S. Army,
Wikipedia,
Wilson
Comments: Not only is it the a triumph of nature and Hollywood — a bottlenose dolphin slayed the Lion King! — but the feel-good story (it's like Seabiscuit... in the sea!) of the year.
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The Lion King (in 3D)
Date: 16-18 Sep., 2011
Studio: Buena Vista
Weekend gross: $50 M (2 weekends in a row)
Featured brands:
none
Comments: Lion King 3D is just another brand extension, a practice at which Disney is nearly unmatched.
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Contagion
Date: 9-11 Sep., 2011
Studio: Warner Brothers
Weekend gross: $23 M
Featured brands:
Apple,
Audi,
BBC,
BlackBerry,
BMW,
Bud Light,
Centers for Disease Control and Prevention,
Chevrolet,
Citibank,
CNN,
Coca-Cola,
Dasani,
Dell,
Delta,
Dole,
Facebook,
FEMA,
Geico,
Kellogg's,
Kellogg's Corn Flakes,
Lenovo,
Lumix,
Lysol,
Mazda,
Medex,
Mercedes,
Minnesota Department of Health,
NBC,
Panasonic,
Purell,
Rayovac,
Red Cross,
Rimowa,
Samsung,
Sony,
Sony Ericsson,
Sperian,
StarKist,
Taco Bell,
The North Face,
Twitter,
USA Today,
Vicks,
World Health Organization,
YouTube
Comments: The Minnesota Department of Health takes a low blow.
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The Help
Date: 19 Aug-4 Sep., 2011
Studio: Buena Vista
Weekend gross: $49.1 M (over 3 weekends at #1)
Featured brands:
Cadillac,
Chevrolet Corvette,
Coca-Cola,
Crisco,
Shell,
University of Mississippi
Comments: Cadillac, Corvettes and Coca-Cola, is there a trifecta of brands more emblematic of America's era of the economic ascension?
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Rise of the Planet of the Apes
Date: 5-14 Aug., 2011
Studio: Fox
Weekend gross: $81 M
Featured brands:
Apple,
BMW,
Ford,
Ford Mustang,
GMC,
Jeep,
Mirror Pond,
Samsung,
San Francisco Chronicle,
Suzuki,
Toyota,
University of California, Berkeley,
USPS
Comments: As we noted this week, Apple's role in Rise of the Planet of the Apes was so prominent that it's nearly impossible to believe the brand does not somehow pay for involvement in films.
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Cowboys and Aliens
Date: 29-31 Jul., 2011
Studio: Universal
Weekend gross: $36.4 M
Featured brands:
none
Comments: Period films and costume dramas never offer much in the way of product placement, except for the odd historical brand sighting.
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Captain America: The First Avenger
Date: 22-24 Jul., 2011
Studio: Paramount
Weekend gross: $65.8 M
Featured brands:
7-Up,
Acura,
Bank of America,
Buick,
Corona,
Daily News,
Dunkin' Donuts,
Eclipse,
Harley-Davidson,
Royal
Comments: The main character, played by Peter Fonda, tooled around on modified 1951 Panhead nicknamed the 'Captain America' Harley.
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Harry Potter and the Deathly Hallows: Part II
Date: 15-17 Jul., 2011
Studio: Warner Bros.
Weekend gross: $168.6 M
Featured brands:
none
Comments: The eighth and final Harry Potter film featurse not one identifiable brand… except, of course, the biggest brand of them all: Harry Potter. Producers have chosen to keep the onscreen products to a bare minimum, even when the opportunity presented itself. This decision is, in part, of course due to the fact that any further onscreen brands might dilute the core product placement of the series: Harry Potter itself.
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Transformers: Dark of the Moon
Date: 1-3 Jul., 2011
Studio: Paramount
Weekend gross: $144 M
Featured brands:
7-Eleven,
adidas,
Alka-Seltzer,
Amp Energy Drink,
Apple,
Bang & Olufsen,
Belstaff,
Bill O'Reilly,
Birkin,
Bud Light,
Buick,
Bushmills,
Cadillac,
Callaway,
Canon,
Chevrolet,
Chevrolet Camaro,
Chevrolet Chevelle,
Chevrolet Corvette,
Chevrolet Impala,
Cisco,
CNN,
Datsun,
Double A,
Facebook,
FedEx,
Fender,
Ferrari,
Firestone,
Fox News,
Gillette,
Glock,
GPS Standard,
Hermès,
Hummer,
Jet Propulsion Laboratory,
Lacoste,
Lenovo,
Lincoln,
Louis Vuitton,
Lowe's,
Macy's,
Marathon Coach,
Maxpedition,
Maybach,
Mercedes,
Meters/bonwe,
NASA,
Navy Seals,
Nike,
Nokia,
Northrop Grumman,
Pepto-Bismol,
Pontiac,
Ram Trucks,
Rimowa,
Rosenbauer,
Ruskova,
Saleen,
Shuhua Milk,
Smeg,
Snap-on,
Starbucks,
Stella Artois,
Superfund,
Target,
TRUMP,
Tums,
Twitter,
USA Today,
Voss,
Waste Management
Comments: Is Transformers 3 a solid film or just a really long commercial?
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Cars 2
Date: 24-26 Jun., 2011
Studio: Buena Vista
Weekend gross: $68 M
Featured brands:
AAA,
AMC Gremlin,
AMC Pacer,
Apple,
Audi,
Cadillac,
Citroën,
Corvette,
Ferrari,
Ford,
Ford Mustang,
Honda,
Mack,
Porsche,
Range Rover,
Renault,
State Farm,
Volkswagen,
Volvo,
Yugo
Comments: Is Cars 2 Product Placement Really 'Product Placement'?
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Green Lantern
Date: 17-19 Jun., 2011
Studio: Warner Brothers
Weekend gross: $52.6 M
Featured brands:
Apple,
Chevrolet,
Dell,
Dodge Challenger,
Dos Equis,
Guinness,
Harp Lager,
Hot Wheels,
Jeep,
LG,
Miller,
Pabst,
Panasonic,
PUMA,
Ray-Ban,
Subway,
Tabasco,
Verizon
Comments: Hot Wheelin' to Product Placement Overkill
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Super 8
Date: 10-12 Jun., 2011
Studio: Paramount
Weekend gross: $37 M
Featured brands:
7-Eleven,
Budweiser,
Cheerios,
Crisco,
Dodge,
Ford,
Ford Mustang,
Frosted Flakes,
Greyhound,
Kodak,
Nabisco,
Pillsbury,
Pioneer,
Pontiac Bonneville,
Rubik's Cube,
Sanka,
Sony Walkman,
Tab,
Twizzlers,
United States Air Force,
Zenith
Comments: Super 8 can be considered product placement for itself.
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X-MEN: First Class
Date: 3-5 Jun., 2011
Studio: Fox
Weekend gross: $56 M
Featured brands:
Folgers,
Ford,
Harvard University,
Oreo,
Oxford University
Comments: No untoward product placement. No high profile marketing tie-ins. No Happy Meals. No Professor X-branded Big Gulps. Just… nothing... It's like the film is some kind of Hollywood mutant.
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The Hangover Part II
Date: 27-29 May., 2011
Studio: Warner Bros.
Weekend gross: $86.5 M
Featured brands:
adidas,
Bally Total Fitness,
Dell,
Delta,
Fanta,
Fila,
Foster's,
Hard Rock Cafe,
Intl. House of Pancakes,
Long John Silver,
Louis Vuitton,
Marshall Amplification,
MSNBC,
P.F. Chang's,
Singha,
Skype,
Smartwater,
Sonor,
Stanford University,
Starbucks,
Teen People,
T-Mobile,
Toyota,
Volvo,
Yves Saint Laurent
Comments: Many of the brand and product appearances come, to some degree, at the expense of the brand. P.F. Chang's. Long John Silver's. MSNBC. Teen People Magazine. Fanta soda. Skype. Hard Rock Cafe. Bally Total Fitness. All of these brands are the punchline to varying jokes.Then there are the straight placements, including Delta Airlines, Singha beer, Adidas and Smart Water.
But the most interesting product placements in Hangover 2 are the ones the audience can't see, including where to get Zach Galifianakis' labrador t-shirt.
Even though top-end New York clothier Ike Behar is listed as an official partner of Hangover 2, audiences will probably never know the films stars wear the brand's slim fit Paolo Collar Shirt.
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Pirates of the Caribbean: On Stranger Tides
Date: 20-22 May., 2011
Studio: Buena Vista
Weekend gross: $90.1 M
Featured brands:
none
Comments: It may be free of brands, but Disney’s latest installment of Pirates of the Caribbean features the greatest product placement of all time: Disney itself.
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Thor
Date: 6-15 May., 2011
Studio: Paramount
Weekend gross: $100 M
Featured brands:
7-Eleven,
Acura,
Apple,
Budweiser,
Dell,
Dr. Pepper,
Facebook,
Kashi,
Pop-Tarts,
RadioShack,
Taser,
USA Today
Comments: A total of just 12 brand or products can be easily identified in all two hours of Thor.
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Fast Five
Date: 29 Apr-1 May., 2011
Studio: Universal
Weekend gross: $83.6 M
Featured brands:
AE Performance,
Antarctica Beer,
Apple,
BMW,
Brahma beer,
Chevrolet,
Chevrolet Corvette,
Conjure Cognac,
De Tomaso Pantera,
Dodge,
Dodge Challenger,
Dodge Charger,
Ducati,
Embratel,
Ford,
Fox Racing (Fox Head),
GMC,
Honda,
IWI Jericho,
Kenwood,
Koenigsegg,
Lexus,
Mitsubishi,
Nike,
Nissan,
OMP Racing,
Panasonic,
Panasonic Toughbook,
Porsche,
Smith & Wesson,
Subaru,
Under Armour,
Volkswagen,
Year One,
Zippo
Comments: With Universal claiming that Fast Five's opening weekend is the most lucrative opening in the studio's history, it was a winning weekend for Chrysler and Dodge, the brand that poured a lot into the film including extensive cross-branding and marketing tie-ins, both onscreen and off.
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Rio
Date: 15-24 Apr., 2011
Studio: 20th Century Fox
Weekend gross: $66.8 M
Featured brands:
Animal Planet,
LG,
Volkswagen
Comments: Rio was the top movie at the box office this weekend, and parents were probably happy to find that the film contained but a couple of passing brand mentions.
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Hop
Date: 1-10 Apr., 2011
Studio: Universal
Weekend gross: $37.5 M
Featured brands:
Apple,
Baby Carrots,
Bolthouse Farms,
Butterball,
Cadbury,
Eagle Creek,
Gibson,
Gretsch,
Hershey's,
Mrs. Meyers,
Playboy,
Ray-Ban,
Sabian,
Stax,
The Orpheum,
Toyota Prius,
UPS,
Volvo
Comments: Hop spent more time on product placement than on the plot of the film. Naturally, candy brands abounded; but what was a Playboy brand reference doing in a kids' movie?
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Diary of a Wimpy Kid: Rodrick Rules
Date: 25-28 Mar., 2011
Studio: 20th Century Fox
Weekend gross: $24 M
Featured brands:
Apple,
Chevrolet,
Doritos,
Ford,
Google,
Quiksilver,
Samsung,
Snickers,
Tostitos,
Twix,
VTech,
YouTube
Comments: Wimpy Kid's MacBook Suckered By Glock
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Limitless
Date: 18-20 Mar., 2011
Studio: Relativity
Weekend gross: $19 M
Featured brands:
adidas,
Apple,
AT&T,
Bentley,
BlackBerry,
Bloomberg,
Dell,
Glenfiddich,
Google,
Grant's,
IBM,
Levi's,
Louis Vuitton,
Maserati,
Mercedes,
New York Post,
Percocet,
Red Bull,
Smartwater,
St. Regis Hotel,
TaylorMade,
TRUMP,
Two Men and a Truck
Comments: 'Limitless' and Maserati is a made-in-Hollywood romance, but not guerrilla marketing.
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Battle: Los Angeles
Date: 11-14 Mar., 2011
Studio: Comlumbia Pictures
Weekend gross: $36 M
Featured brands:
Bushmaster,
Casio,
Chevrolet,
CNN,
Domino's Pizza,
Ford Mustang,
Johnson & Johnson,
Landshark,
MSNBC,
NASA,
O'Doul's,
Pepsi,
PUMA,
Shell,
Skype,
Sony,
Sony VAIO,
Tide,
US Marine Corps
Comments: Retreat, Sell! 'Battle: LA' and Product Placing the Marines
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Rango
Date: 4-6 Mar., 2011
Studio: Paramount
Weekend gross: $38 M
Featured brands:
Alka-Seltzer,
Benadryl,
Colt,
Esso,
Jarritos,
Lonestar Beer,
Pepto-Bismol,
Pop-Tarts
Comments: Rango wrangles brands for comic effect.
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Hall Pass
Date: 25-27 Feb., 2011
Studio: Warner Bros. (New Line)
Weekend gross: $13.5 M
Featured brands:
Apple,
Applebee's,
Ben & Jerry's,
BlackBerry,
Chili's,
Chrysler Sebring,
Coca-Cola,
Corona,
Dell,
Doritos,
Dove,
Ferrari,
Fila,
Five Guys,
Ford,
Ford Mustang,
Gap,
GE,
Harvard University,
Heineken,
Honda Odyssey,
Johnny's Hideaway,
Lumber Liquidators,
Mazda,
McDonald's,
MET-Rx,
Narragansett,
Nike,
Olive Garden,
Splenda,
Subway,
Sub-Zero,
Toyota Prius,
Under Armour,
Viking,
Wheel of Fortune,
Whynatte,
Wilson
Comments: Coming as it does from the Farrelly Brothers, whose gross-out comedy masterpieces include There's Something About Mary and Dumb and Dumber, it's no surprise that much of the comedy in Hall Pass is, well, gross. But a considerable number of the jokes in Hall Pass are brand-based.
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Unknown
Date: 18-20 Feb., 2011
Studio: Warner Bros.
Weekend gross: $21.8 M
Featured brands:
Berlinder Kindl,
Bing,
BlackBerry,
Bocca Di Bacco,
Canon,
Dallmeier,
Glock,
H&M,
Hotel Adlon Kempinski,
Mercedes,
Rolex,
Samsung,
Volkswagen
Comments: Taking place in in Berlin, Unknown, naturally, is filled with German brands, from tech brand Dallmeier to Mercedes to Berliner Kindl beer.
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Just Go With It
Date: 11-13 Feb., 2011
Studio: Sony
Weekend gross: $31 M
Featured brands:
Apple,
Barneys,
Botox,
Bud Light,
Chevrolet,
Discovery Channel,
Grey Goose,
Gucci,
Hannah Montana,
Hawaiian Airlines,
Heineken,
Hilton,
Honda,
Jan Marini,
Jansport,
Jelly Belly,
Jimmy Choo,
Los Angeles Dodgers,
Los Angeles Magazine,
Louis Vuitton,
MasterCard,
McDonald's,
New Balance,
New York University,
Old Navy,
Oxygenetix,
Pepsi,
Pepto-Bismol,
Pizza Hut,
Pop-Tarts,
Rachel Ray,
Ray-Ban,
Seventeen,
Showtime,
Smithsonian,
Sony,
Sony Ericsson,
Sony PlayStation,
Stella Artois,
Tiffany & Co.,
Titleist,
Tommy Bahama,
Ultimate Fighter Championship,
University of California, Los Angeles,
Waldorf-Astoria,
YMCA,
Yves Saint Laurent
Comments: Of the nearly 50 product and brand mentions or appearances in Just Go With It, from Heineken to McDonald's to Tommy Bahama, the most interesting is the potshot Sony Pictures takes at Apple and its family of iDevices.
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The Roommate
Date: 4-6 Feb., 2011
Studio: Sony / Columbia
Weekend gross: $15.6 M
Featured brands:
Bank of America,
Brown University,
Crayola,
Goyard,
I LOVE NY,
Kaldi's Coffee and Tea,
Kodak,
Marc Jacobs,
MINI,
Mr. Coffee,
Pepsi,
Porsche,
Prada,
Seven Grand,
Sony,
Sony Ericsson,
Sony VAIO,
Vera Wang,
Vogue,
Wells Fargo,
Yves Saint Laurent,
Zippo,
Zyprexa
Comments: As Sony Pictures production, The Roommate does not lack Sony products. The most interesting plot twist: the ironic anti-Facebook Facebook-like site created for the film.
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The Rite
Date: 28-30 Jan., 2011
Studio: Warner Bros.
Weekend gross: $15 M
Featured brands:
Bell,
Citroën,
Fiat,
Loyola University,
McDonald's
Comments: Other than one good product placement joke, The Rite, fits the horror genre profile in its disdain for product placement. That one moment of levity in the film? Brought to you by McDonald's.
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No Strings Attached
Date: 21-23 Jan., 2011
Studio: Paramount
Weekend gross: $20.3 M
Featured brands:
7-Up,
Apple,
AT&T,
Audi,
BMW,
Budweiser,
Calbi,
Coca-Cola,
Dodge Challenger,
Google,
Harvard University,
Jolly Rancher,
M.I.T.,
Mercedes,
Pamprin,
Paramount Pictures,
Patron,
Sprinkles Cupcakes,
Star Wagons,
Stella Artois,
Stolichnaya,
Toyota Prius,
Trojan,
Tuborg,
Under Armour,
University of Michigan,
USA Today,
VitaminWater,
W Hotels,
Walt Disney Concert Hall
Comments: No Strings Attached is attached to many brands and products — nearly 30 by our count. It shouldn't come as a surprise. Kutcher, as much a producer as an actor these days, is a product placement machine and very comfortable with the practice.
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Green Hornet
Date: 14-16 Jan., 2011
Studio: Sony
Weekend gross: $ 40 M
Featured brands:
Armani,
Belvedere,
Bowflex,
Bruichladdich,
Bugatti,
Cadillac,
Carl's Jr.,
Chevrolet,
Chrysler Imperial,
Cisco,
Coca-Cola,
Corona,
Corvette,
Dasani,
Dodge Charger,
Everlast,
Ferrari,
Ford,
Gonpachi,
Green Bay Packers,
Gucci,
Harley-Davidson,
Heckler & Koch,
Hotmail,
Hummer,
ITT Technical Institute,
Jaguar,
Jamba Juice,
Mercedes,
Metamucil,
Microsoft Windows,
Monster Energy Drink,
Negra Modelo,
Nos,
Oakley,
OxiClean,
POM,
Red Bull,
Rimowa,
Rolls Royce,
Saleen,
Sony VAIO,
Spy Optic,
Summit Racing,
Sun-Maid,
The Standard,
Trumer Pils,
Tsingtao,
Victorinox Swiss Army
Comments: Product placement in The Green Hornet is a little like the film itself. It's stylish, it's all over the place, and there is a lot of it — even if the surplus doesn't necessarily make any sense, or for a better film. Just like parts of the film, some of it even seems thrown in for the hell of it.
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True Grit
Date: 7-9 Jan., 2011
Studio: Paramount
Weekend gross: $15 M
Featured brands:
Colt,
Sharps Rifles
Comments: What would a Hollywood western be without a Colt? Two of them make appearances in the latest version of True Grit, including Mattie's Civil War-era hand cannon and the ever-present Colt .45 Single Action Army “Peacemaker.” But another firearm brand steals the show — Sharps.
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Little Fockers
Date: 24 Dec-2 Jan., 2011
Studio: Universal
Weekend gross: $60.3 M
Featured brands:
American Medical Association,
Apple,
Arthur Murray Dance Studios,
ASICS,
Bolshoi Ballet,
Cadillac,
Chanel,
Chevrolet,
Chicago Cubs,
Children's Memorial Hospital,
Classico,
Deepak Chopra,
GE,
Google,
Hilton,
Jell-O,
Lactaid,
Landscape Structures,
MySpace,
Nokia,
Pabst,
Pabst Blue Ribbon,
Sharp,
Skype,
Tesla,
Toyota Prius,
Volkswagen,
YouTube
Comments: The last number one movie of 2010 is also the first number one of the new year. Unlike 2010, which saw a largely product placement-free Avatar dominate well into February, Little Fockers starts our 2011 annual count with a slew of brands including Google, Prius and Sustengo — and our 2010 Brandcameo continuing champion, Apple.
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