Product Placement at DVinfo.net

Ryan Krickow · July 21st, 2008, 05:31 PM

I have a question concerning usage rights for alcoholic beverages. I don't often notice real alcohol brands in movies about teenagers because I image the companies don't want their product associated with teenage drinking. The one exception I can think of is Old English in the movie "Kids". So, I'm wondering how they got the permission to use Old English in the film and if it is possible to use authentic alcohol brands in a movie where underage kids drink. Does anyone have experience dealing with this situation?

Bill Davis · July 22nd, 2008, 12:15 AM

Hi Ryan,

In actual "product placement" situations, permission isn't an issue. That's because the product manufacturer directly supplies and often PAYS the movie company to feature their product. True product placement is nothing more or less than a commercial embedded in the content you're watching.

Permission to use a trademarked product in your movie is a totally separate issue. And you're exactly right that most alcoholic beverage manufacturers have NO interest in being linked to underage drinking.

So don't hold your breath for permission.

July 21st, 2008, 05:31 PM	#1
Ryan Krickow Regular Crew Join Date: May 2008 Location: Hawaii Posts: 41	Product Placement I have a question concerning usage rights for alcoholic beverages. I don't often notice real alcohol brands in movies about teenagers because I image the companies don't want their product associated with teenage drinking. The one exception I can think of is Old English in the movie "Kids". So, I'm wondering how they got the permission to use Old English in the film and if it is possible to use authentic alcohol brands in a movie where underage kids drink. Does anyone have experience dealing with this situation?

July 22nd, 2008, 12:15 AM	#2
Bill Davis Trustee Join Date: Jan 2004 Location: Scottsdale, AZ 85260 Posts: 1,538	Hi Ryan, In actual "product placement" situations, permission isn't an issue. That's because the product manufacturer directly supplies and often PAYS the movie company to feature their product. True product placement is nothing more or less than a commercial embedded in the content you're watching. Permission to use a trademarked product in your movie is a totally separate issue. And you're exactly right that most alcoholic beverage manufacturers have NO interest in being linked to underage drinking. So don't hold your breath for permission. Last edited by Bill Davis; July 22nd, 2008 at 10:44 AM. Reason: Typo