Friday, February 25, 2011

Apple products came in third highest-grossing films of 2010

In the past we talked about Apple's close relationship with Hollywood and the television industry but recent data underline and confirm what many already guessed: Apple is the true and undisputed king of product placement. Many remember the iPad slipping at the Grammy Awards, details of Wall-E or Toy Story 3 iMac but things are going much further.

Apple has given Brandcameo Award 2010 Award for Overall Product Placement after verifying that the products of the company (from Macs to iPhones and iPods) appeared in 30 some of the major films released in 2010, more than any other brand including Nike, Chevrolet or Ford, who share second place with 24% of blockbusters or Sony, Dell, Land Rover and Glock in third place with 15%.

Apple products have appeared in 112 of the 334 highest-grossing Hollywood films between 2001 and 2010, which put into perspective, involves more than the combined sum of occurrences of McDonald's and Nike (92 films). And that does not include those not swept the box office. Only between 2009 and 2010, Apple products were to be seen in films such as Morning Glory, Repo Men, Machete, The Book of Eli, Gulliver's Travels, Night and Day, Drag Me to Hell, The Orphan, or Percy Jackson and the thief Ray among others. In the latter, for example, the protagonist goes so far as to use the chrome on your iPod touch to defeat Medusa (Uma Thurman).

And this despite the second consecutive year that Apple has seen their dominant position in Hollywood. In 2009, its audience share among the top-grossing films was 40% while 2008 marked the highest peak of the company with a figure close to 50%. Apple is betting big on this effective advertising technique but the rest have also taken note and many of the movies that once would have shown the apple products are now covered with the logos of HP, Dell or Sony Vaio.

In fact, Sony Pictures has tried to completely remove the Apple products of their films by replacing some openly Vaio laptops. But even scenes like the chat between Diane Keaton and Jack Nicholson in Something's Gotta Give with individual MacBooks is not possible today, Hollywood is showing a preference for Apple iPhone and MacBook sneaking some in the wake of Sex and the City despite have an agreement with HP.

Have you been to the movies lately? Tell us as movies and series that have seen the apple logo.

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