Product placement in cinema; Comparative analysis of product placement practices in Hollywood and Turkish cinema

The technique of product placement has been used for many years as one of the most important methods of generating revenue in the film industry. This method is basically considered as an element of the integrated marketing communication process and it is seen that the product placement technique is widely used in the process of brand communication and brand management. The technique of product placement, which is advertising specifically placed in movies to create and market a brand image, is used by the movie industry to generate revenue over and above box office or television" revenue. This technique is used in integrated marketing strategies to increase brand awareness and can also be defined as an application that increases sales. This study titled "Product Placement in Cinema; A Comparative Analysis of Product Placement Practices in Hollywood and Turkish Cinema" aims to compare the product placement practices in two different cinema industries, focusing on the concept of product placement. In this context, the highest-grossing films in Hollywood and Turkish cinema in 2021 were selected and the product placement practices in these films were evaluated against each other both numerically and in terms of content. Within the scope of the study, the history of product placement in the global film industry, especially in Hollywood cinema, is also mentioned in the literature. A data collection model based on content analysis was used for the study. By digitizing the data obtained, an attempt was made to identify the differences in practices between the two cinemas.