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The Last Exorcism
Avatar was re-released this week with extra minutes of footage said to be the prologue sequence set on Earth. That may have upped the blockbuster's brand count, as has been hinted at in certain set photos. But sadly, Harley-Davidson's Avatar product placement will not be added to brandcameo as The Last Exorcism wins the slow summer weekend.
The last half-decade of top films have averaged somewhere in the neighborhood of 20 brands per film. What's more, this average includes fantasy and historical epics such as Troy or Lord of the Rings, where no brands appear; the average number of brands per film for films set in modern times is much higher.
Interesting then that horror films, almost all of which are set in the current day, and almost all of which target much sought after youthful demographics, average just a fraction of the number of brands per film as their peers. Where 2010's Iron Man 2, The Other Guys, and Kick Ass cleared nearly 50 brand appearances each, Nightmare on Elm Street, 2009’s Paranormal Activity and this week's winner, The Last Exorcism managed just 19 brand combined.
In fact, the average brand placements in horror films over the last five years is just 8.5. That is nearly a third of the overall average (including brandless films).
The last time Brandcameo featured a film with 'exorcism' in the title was 2005. The Exorcism of Emily Rose tallied up a full 12 brands (though four of those were university names).
This exorcism round, the brands are almost exclusively in passing. Pepto Bismol is mentioned for nausea, and the accursed takes a liking to a pair of Doc Marten's boots. Also, were filmmakers scared to name a real pharmaceutical brand? One doctor speaks about a patient's Halcion pills used for upset stomach, even though the brand of medication is for insomnia and due to adverse side effects long ago fell out of popular usage.
Featured Brands:
Coca-Cola,
Dr. Martens,
Ford,
GMC,
Halcion,
Pepsi,
Pepto-Bismol
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The Last Exorcism
Date: 27-29 Aug., 2010
Studio: Lionsgate Films
Weekend gross: $23.3 M
Featured brands:
Coca-Cola,
Dr. Martens,
Ford,
GMC,
Halcion,
Pepsi,
Pepto-Bismol
Comments: This week's box office champ, The Last Exorcism, was hell on brands. The last time Brandcameo featured a film with “exorcism” in the title was 2005. The Exorcism of Emily Rose tallied up a full 12 brands (though four of those were university names). This week’s exorcism keeps with this trend of horror films as very unexploited for product placement. In fact, while the average number of brands per film for all top films over the last five years is about 22, horror movies over the same period have averaged just 8.5.
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The Expendables
Date: 13-23 Aug., 2010
Studio: Lionsgate Films
Weekend gross: $35 M
Featured brands:
adidas,
Atchisson Assault (AA-12),
Belstaff,
Brahma beer,
Canon,
Ducati,
Ford,
IBM,
Panasonic,
Penthouse,
Vespa
Comments: Product placement in The Expendables, the latest champion at the U.S. box office, proves as boring as the dialogue. Only a couple of brands of actually stand out, with the vast majority of products featured in the film almost as if by accident.
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The Other Guys
Date: 6-8 Aug., 2010
Studio: Sony
Weekend gross: US$35.6 M
Featured brands:
Adobe,
AIG,
Apple,
Ask Jeeves,
Bay Crane,
Bear Sterns,
Bed, Bath & Beyond,
Butter (nightclub),
Cadillac,
Chelsea Piers,
Chevrolet,
Chevrolet Camaro,
CNN,
Coca-Cola,
Columbia University,
Cosmopolitan,
Enron,
Febreze,
Ford,
Full Throttle,
Glacier Water,
Glacier Water,
Lamborghini,
Lehman Brothers,
Madison Square Garden,
Mike's,
Mister Softee,
Mossberg,
Nathan's Famous,
New York Knicks,
New York Post,
New York Rangers,
New York University,
New York Yankees,
NY1,
Oreo,
Plaza Hotel,
Purell,
Range Rover,
Ritz,
Sony,
Sony VAIO,
Subaru,
TMZ,
Tower Records,
Toyota Prius,
Trump Plaza,
Under Armour,
University of Florida,
Viagra,
VO5,
Wendy's,
Wet Ones
Comments: Will Ferrell's latest box office hit features a Big Apple's worth of brands (more than 50), many of which are New York-based and tweak the Manhattan setting of this comedy from Sony.
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Inception
Date: 16-18 Jul., 2010
Studio: Warner Bros.
Weekend gross: $60.4 M
Featured brands:
Beretta,
Blaser,
Café Debussy,
Citroën,
Coca-Cola,
Famima!!,
Ford,
Hyundai,
Japan Rail East,
Jose Cuervo,
Maybach,
Mercedes,
Nikon,
Range Rover
Comments: Inception has about as little product placement as one could expect from a modern film set in urban environments. The only collection of brands that ground the film in current reality are those of automobiles and guns.
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Despicable Me
Date: 9-11 Jul., 2010
Studio: Universal
Weekend gross: US $60.1 M
Featured brands:
Cheetos,
Lehman Brothers,
Little Trees,
MSNBC,
NBC,
Wii
Comments: Universal's Despicable Me only features a handful of brands, in keeping with the trend in children's entertainment to play down products featured — unless they provide a knowing wink for adults escorting kids to the movie, as a nod to Lehman Brothers certainly does.
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The Twilight Saga: Eclipse
Date: 2-5 Jul., 2010
Studio: Summit Entertainment
Weekend gross: US$82.5 M
Featured brands:
American Eagle Outfitters,
Chevrolet,
CNN,
Jansport,
Jeep,
Nike,
Porsche,
Rainier,
The North Face,
University of Alaska,
Volvo,
Zippo
Comments: The Twilight saga is a , inspiring such wild attention to starring brands that lawsuits have been filed. The series is also a monster when it comes to tracking product placement, with fans spotting around 70 different products and brands.
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Toy Story 3
Date: 18-27 Jun., 2010
Studio: Disney Buena Vista (Pixar)
Weekend gross: US$168 M
Featured brands:
Apple,
Barbie,
Corvette,
eBay,
FAO Schwartz,
Fisher-Price,
GI Joe,
Monopoly,
Mr. Potato Head,
Sharpie,
Super Glue
Comments: The well-known Pixar cast of characters are back in this third installment, which completes the Toy Story trilogy. Some of the “toys” are original creations of the film, such as Buzz Lightyear and Woody. Others, such as Mr. Potato Head are revered toy brands
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The Karate Kid
Date: 11-13 Jun., 2010
Studio: Sony / Columbia
Weekend gross: US$65 M
Featured brands:
adidas,
Air China,
Audi,
Converse,
Detroit Lions,
Detroit Tigers,
Fox Racing (Fox Head),
Häagen-Dazs,
Juicy Couture,
Los Angeles Lakers,
Nike,
Sony,
SpongeBob SquarePants,
Taito Station,
Volkswagen
Comments: While The Karate Kid managed to break The A-Team on both films' opening weekend, the Kid failed to break much ground for product placement. The biggest 'brands' that stand to benefit from the remake starring Will Smith's son Jaden: China's brand as a nation and tourism lure, and the sport of kung fu.
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Shrek Forever After
Date: 4-6 Jun., 2010
Studio: Paramount (Dreamworks)
Weekend gross: $114.55 M
Featured brands:
none
Comments: The fourth and (so promised) last in the Shrek franchise, Shrek Forever After, does not stray too far from the series' formula. Yet, from a product placement perspective, it takes a wildly divergent turn from its last couple of predecessors to reunite with the spirit of the first Shrek film in 2001.
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Iron Man 2
Date: 7-17 May., 2010
Studio: Paramount
Weekend gross: US $186.6M
Featured brands:
3M,
Apple,
Arai,
Audi,
Boy Scouts,
Bridgestone,
Chevrolet,
Claridge,
CNN,
Cohiba,
Crocs,
C-SPAN,
Dell,
Dick's Sporting Goods,
Dom Perignon,
Dr. Pepper,
Everlast,
Ferrari,
Forbes,
Fortune,
Google,
Hotel de Paris,
Hotel de Paris,
Initium,
Jaeger-LeCoultre,
JBL,
Johnnie Walker,
Kodak,
KOR,
LG,
Lincoln (tools),
Lincoln Electric,
Los Angeles Times,
Louis Vuitton,
Martini & Rossi,
Montecristo,
MSNBC,
Oracle,
Pirelli,
PRO (martial arts equipment),
Rolling Stone,
Rolls Royce,
Sama,
Snap-on,
Sparco,
Starbucks,
Texaco,
The Coffee Bean and Tea Leaf,
Time,
Ty Nant,
U.S. Air Force,
U.S. Army,
U.S. Marine Corps,
U.S. Navy,
Vanity Fair,
Wired,
YouTube
Comments: Iron Man 2 stormed the box office its U.S. opening weekend, featuring an army of 54 brands. But not all Iron Man’s brands were official partners and not all were equal. And once again, Audi’s R8 Spyder stole its scenes.
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A Nightmare on Elm Street
Date: 30 Apr-2 May., 2010
Studio: New Line
Weekend gross: $32.2 M
Featured brands:
Apple,
Dell,
Gigablast,
Honda Insight,
Honda Prius,
Jeep,
Motorola,
Mountain Dew,
Nike,
Red Bull,
TYR,
Volkswagen Beetle,
Zippo
Comments: A Nightmare on Elm Street topped the box office its opening weekend, offering some interesting twists and selective product placements. Brands featured in the 2010 remake of the horror classic run the gamut from A (Apple) to Z (Zippo).
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How to Train Your Dragon
Date: 23-25 Apr., 2010
Studio: Paramount (Dreamworks)
Weekend gross: US$15 M
Featured brands:
none
Comments: Our twelve-way (yes, 12!) tie for first plows forward for another week as repeat-winner How to Train Your Dragon returns to top another weekend. The animated kids' feature, as we noted below, had zero product placements.
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Kick-Ass
Date: 16-18 Apr., 2010
Studio: Lionsgate Entertainment
Weekend gross: US$19.8 M
Featured brands:
Amp Energy Drink,
Apple,
Aquafina,
Atomic Comics,
Beretta,
Bratz!,
Budweiser,
CBS,
Chrysler PT Cruiser,
Clover Milk,
Count Chocula,
Dark Horse Comics,
Dell,
Dunkin' Donuts,
Ford,
Ford Mustang,
Gap,
Glock,
GMC,
Heckler & Koch,
Hi-C,
Honey Puffs,
Hungry Man,
ICEE,
Jeep,
Kleenex,
Land-O-Lakes,
Mountain Dew,
MySpace,
New York Post,
Pepsi,
Range Rover,
Rolls Royce,
Samsung,
Sierra Mist,
Skype,
Sony,
Spalding,
Steyr,
SunChips,
Timberland,
Twizzlers,
USA Today,
Welch's,
YouTube,
Zippo
Comments: A revised box office tally put the opening weekend of Kick-Ass in top spot, narrowly bumping How to Train Your Dragon and bringing a bumper crop of new brands into our 2010 tally. From Rolls-Royce to snack food galore, Kick-Ass kicked in with some serious product placement chops.
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Clash of the Titans
Date: 2-4 Apr., 2010
Studio: Warner Bros.
Weekend gross: US$61.2 M
Featured brands:
none
Comments: Another week with Clash of the Titans at the top means another week of a five-way tie. But this week at the box office wasn't without drama, as Date Night gave Clash a run for its money, just barely losing out in the final calculations.
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How to Train Your Dragon
Date: 26-28 Mar., 2010
Studio: Paramount (Dreamworks)
Weekend gross: US$43.3 M
Featured brands:
none
Comments: The brandcameo ranking remains at a five-way tie as How to Train Your Dragon is completely devoid of product placements, which makes sense considering the movie takes place hundreds of years ago on a Viking island. So far, however, 2010 remains an unprecedented and odd year for our brandcameo listings.
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Alice in Wonderland
Date: 5-7 Mar., 2010
Studio: Buena Vista
Weekend gross: US$185.9 M
Featured brands:
none
Comments: Sorry Green Zone, but for another week our number one movie is, Alice In Wonderland, a film that has absolutely no brandcameo magic as the phantasmagorical landscape is completely devoid of brands. This leaves our count, in March no less, an ongoing tie among five brands. Perhaps this week’s number one film will bring some semblance of sanity to the 2010 brandcameo race.
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Shutter Island
Date: 26-28 Feb., 2010
Studio: Paramount
Weekend gross: US$22.6 M
Featured brands:
Aspirin,
Lucky Strike,
Odeon Records,
Zippo
Comments: For another week Martin Scorsese’s Shutter Island takes the top spot. Though the film offers plenty of scares, it offers few brandcameos, as the 1954 remote island setting only allows screen time for Zippo, Aspirin, Odeon Records, and Lucky Strike cigarettes.
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Valentine's Day
Date: 12-14 Feb., 2010
Studio: Warner Brothers
Weekend gross: US 56.4 M
Featured brands:
1-800-Flowers,
adidas,
American Airlines,
American Express,
Apple,
BlackBerry,
Blazer,
Cadillac,
Cadillac Escalade,
Cartier,
Chanel,
Chevrolet,
Chicago Cubs,
Christian Louboutin,
Craigslist,
Discovery Channel,
ESPN,
evite.com,
Facebook,
FedEx,
Ford,
Ford Mustang,
Gatorade,
Hollywood Forever Cemetary,
Indiana University,
International Creative Management,
Los Angeles Dodgers,
Mapquest,
Marc Jacobs,
Moët & Chandon,
Nike,
Nokia,
Northwestern University,
Polaroid,
Porsche,
PUMA,
Quiksilver,
Range Rover,
Retin-A,
Scope (mouthwash),
Sharpie,
Sony,
Southwest Airlines,
Stanford University,
The BLVD (Los Angeles),
The Lawrence Foundation,
Toyota,
Tufts University,
U.S. Army,
USPS,
Versace,
Victoria's Secret,
Volkswagen Beetle,
Walt Disney Concert Hall,
Yale,
York
Comments: In a nod to symmetry and marketing research, Valentine's Day, the movie, topped box office in ticket sales on Valentine's Day weekend. The star-studded film, however, features just as many – if not more – brands than stars. Familiar brandcameo brands such as Apple, Toyota, Sony, and Chanel make the big screen, but the real props go out to brandcameo count leaders the US Postal Service, the U.S. Army, Stanford University, and Chevy – each of which has two brandcamoes for the year.
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Dear John
Date: 5-8 Feb., 2010
Studio: Sony/Columbia
Weekend gross: US$30.5 M
Featured brands:
Bowens Island Restaurant,
Budweiser,
Chevrolet,
Lacoste,
Mr. Koolie,
Quiksilver,
Stella Artois,
Takamine,
Trailways,
U.S. Army,
USPS,
Volkswagen
Comments: No particular brand jumps out into the lead, though the United States Postal Service and local Charleston, NC, brands receive favorable screen time.
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Avatar
Date: 29 Jan-1 Feb., 2010
Studio: Fox
Weekend gross: US$ 594 M
Featured brands:
Jujubes,
Special K,
Stanford University,
U.S. Marine Corps
Comments: Though Avatar breaks ground in the realms of special effects and visual technology, from a product placement perspective, the film is forgettable as the the only notable product placements are t-shirts that underscore character development.
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