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Apple\'s free hollywood exposure

updated 10:10 am EDT, Fri April 14, 2006

Apple\'s free TV exposure

Macs, iPods, and other Apple products have been featured 250 times on a total of 38 different network primetime shows in the past four months, adding up to 26 minutes of exposure that it never had to pay for. The company has given away tens of thousands of computers to creative people in Hollywood, according to the Westfall Weekly News. "iPod has never paid for placement because Apple is cool," Ruben Igielko-Herrlich said, CEO of Propaganda Global Entertainment Marketing. "If you're a cool brand or an affluent, prestigious brand, it's not going to cost you what it's going to cost fast-moving consumer products like soft drinks or detergents. When you have that kind of image and aura, you don't pay for it." Apple holds just a small portion of the worldwide PC market, but is easily the most widely used PC by fictional characters in film and on TV. "Apple has 90 percent of the exposure but only two percent of the business," Igielko-Herrlich said.




by MacNN Staff

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  1. Feathers

    Joined: Dec 1969

    0

    why?

    Why, then, is the Apple logo on the lid of Powerbooks routinely covered up on shows where similar Dell and other logos remain clearly visible. Stargate is one example of this!

  1. LordJohnWhorfin

    Joined: Dec 1969

    0

    O Canada

    TV shows produced in Canada often feature peecees instead of Mac. Maybe Apple should pay attention to what happens north of the border, eh.

  1. Dr.Funkenstein

    Joined: Dec 1969

    0

    Meh

    Apple has had this kind of product placement for years. Anybody ever watch Seinfeld? Marketshare is still in single digits, though. Not that there's anything wrong with that.

  1. Camali

    Joined: Dec 1969

    0

    Stargate

    As a big fan of both Stargate series I always wondered by Apple wasn't featured either. And yes both series prominently display the DELL laptops and NEC monitors.

  1. fletcher

    Joined: Dec 1969

    0

    Re: stargate

    Probably Dell and NEC are paying Stargate for product placements. A show can't very well show Apple products for free while charging other companies for the same privilege.

  1. testudo

    Joined: Dec 1969

    0

    Useless

    Most of this product placement is useless. Sure, seinfeld had a mac on his desk. But unless you knew it was a mac, it just looked like a computer. And I can't say I've ever heard anyone say "Wow, those guys on stargate use a Dell! I'm going to get one, too, and explore the universe!"

    And since iPods are everywhere already, I can't hardly imagine someone going "Damn, letterman just made another iPod joke! I've got to find out what that thing is!"

  1. testudo

    Joined: Dec 1969

    0

    Free?

    First they say: Macs, iPods, and other Apple products have been featured 250 times on a total of 38 different network primetime shows in the past four months, adding up to 26 minutes of exposure that it never had to pay for.

    Then: The company has given away tens of thousands of computers to creative people in Hollywood, ...

    Maybe I'm just weird this way, but 'giving away' product to creative people costs someone money, doesn't it? I mean, who's paying for the product they're giving away?

    Oh, maybe its us, since apple has a 25%+ margin on the price of all their hardware...

  1. r00b69

    Joined: Dec 1969

    0

    yep, it's useles

    totally agree with testudo, product placement accomplishes nothing, how about spending some of those cash reserves on a real marketing program, I see iPod/iTunes all the darn time, but I think I've seen the Intel Mac commerical like maybe 3 times, and that was the first commercial I'd seen in a while.

  1. Roehlstation

    Joined: Dec 1969

    0

    Macs Save the World

    Which computer was used to hack into and distribute a virus to the Alien ship in ID4? That is right a PowerBook, it was also a PowerBook that took on and beat the "686" in the first Mission Impossible movie.

  1. ZinkDifferent

    Joined: Dec 1969

    0

    Stargate

    While Stargate now uses covered up Macs, the anti-favoritism dates back to the production of the original Stargate motion-picture. A buddy of mine working on placement at the time, worked with Apple trying to secure Macs for placement. Everything was set to go, until the chick at Apple put the brakes on it, because the movie did not have 'major studio distribution lined up', and with the justification "We do not place porduct in independent pictures", she refused to provide a single Mac.

    Mind you, while Stargate was picked up by MGM a few months later, at the time this happened the pictures was not associated with any studio, but was nevertheless a multi-million dollar production (which was to become MGM's biggest picture investment at the time).

    The chick at Apple really screwed the pooch on that one, big time - but apparently the producers have not forgotten. So, while they are using Macs on the show, the logo remains covered up when possible (though, I heard, at one point that might get relaxed).

    The mentioned chick no longer works there, as far as I know.

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