Feature This!, a leading product-placement and branded entertainment firm, is celebrating its 5,000th movie project with the new Farrelly Brothers There’s Something About Mary comedy, “Hall Pass This also coincides with the firm’s 15th year in business.
“When the ‘Hall Pass’ submittal landed on my desk in late November, I knew it was
time to break out the champagne said Jay May, President of Feature This!. “Currently Feature This! is working on more than 45 feature films like Marvel Comics’ ‘Thor’ and 20th Century Fox’s ‘The A-Team. We’re also involved with network shows like ‘24’ and ‘The Office game shows like ‘Wheel of Fortune’ and ‘Let’s Make a Deal most of the network talk shows and reality shows such as ‘The Biggest Loser��, he added.
Product placements-also known as “embedded advertisingin movies and television is bigger business than ever. This strategy has proven to be a winner for both marketers and media. Industry estimates that in 2008 branded entertainment spending exceeded $3 billion. Having characters use real products lends an air of believability to a story. For the studios, the use of brand names can carve anywhere from $100,000 to well into the millions of dollars off a project’s budget.
Scott Rosenfelt, the producer of “Home Alone” and “Mystic Pizza” had this to say. “Jay provides a great service to production. We have very restricted budgets and he really helps us defer substantial costs, not just in cash savings but in location costs, wardrobe, vehicles and even meals.
May sees the use of product-placement continuing to expand as commercial-free mediums like TiVo®, the Internet and mobile digital content (iTunes® and smart phones) changes the way we watch movies and television. Products and brands used by celebrities on screen have become a part of the entertainment experience for consumer. Product placements, branded entertainment and cross promotions are rapidly becoming the one of the most effective way to reach consumers.
About Feature This!
When Jay May started product-placement firm Feature This! in 1994, he developed the motto “under promise, over deliver�and he’s stuck to it ever since. Feature This! maintains close relationships with all the major studios and production companies and dozens of national name-brand companies. When determining where to place products, Feature This! Is dedicated to representing the best interests of the brand to ensure the highest quality and integrity of the productions engaged. For more information and to contact Jay May, visit their website at www.featurethis.com or call 818-972-1313.