Product placement evolves with new technology

12/6/2004 | Wall Street Journal, The

Movie studios used to include international rights to companies purchasing product spots in films, but new technology allows producers to digitally replace images in films, meaning studios can sell product placements multiple times. For example, Cadbury Schweppes purchased a spot for Dr Pepper in "Spider-Man 2," but PepsiCo purchased the overseas version to promote its Mirinda soft drink.

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