James Paul 
Product placement in the cinema is not a novelty. On the contrary, this practice had been there since almost the beginning. But the more the years go, the more brands are ingenious to place their products. And there is no jealous: they turn both towards the cinema and the small screen.
So, Emily in Paris has become a real reference when we talk about product placement. It’s not really surprising. Indeed, the Netflix series is conducive to this practice, the protagonist working in a marketing agency for luxury brands. The arrival of new technologies facilitates the integration of products in films and series for advertisers.
Why does product placement attract advertisers so much?
It’s very simple. If product placement is so popular, it is no coincidence. Succeeding in placing a product in a film or in a series is relatively cheaper than a classic advertising, more effective because it is impossible to zap and this allows the public to reach paid streaming platforms, where advertising is generally not (or little) present.
Today, advertisers are particularly fond of scripted product investments. The brand is no longer just shown on the screen, it plays a role in the history of the film or the series. This is for example the case in Emily in Parisobviously, or Such a great sun. But for that, you have to get your hands in your pocket. To have a preponderant place in the scenario, you must pay at least 300,000 euros to 400,000 euros. But inevitably, it can climb up to millions.
If product placement occurs when the work is being prepared, new technologies are increasingly changing the situation. As Dominique Bourgeois, director of the French agency specialized in Place to Be Media explains, Echothey sometimes use an English startup to integrate later into the film or the episode. Indeed, thanks to an algorithm, a robot is able to identify perfect locations to place a product on the screen after filming. This is particularly the case in the series Ten percent With the Gold Card brand.
But what does the future product placement look like? In addition to algorithm and scripted investments, brands want a bigger share of the cake. For this, some do not hesitate to take part in production. This is particularly the case of Saint-Laurent, which is co-producer of the film Emilia Perezwidely named to Oscars and Caesars.
