Of the top 50 highest grossing movies at the US box office in 2017, 47 featured product placement Brands. Here we look at the top 10 movies that had the most product placement and how much advertising value they generated. These figures factor the number of Brands, their screen time, their visibility and the movie’s commercial success.
#10 BAYWATCH – 19 million dollars of product placement advertising value
While BAYWATCH only grossed 178 million dollars globally, it featured 58 different Brands which combined for almost 1.5 hours of screen time. Altogether, this generated 19 million dollars worth of product placement value.
The lion’s share of this went to Under Armour, which was worn throughout by most of the cast, though most associated with Dwayne “The Rock” Johnson. Under Armour’s product placement in BAYWATCH was also the 8th biggest movie product placement of 2017 and contributed to making Under Armour the 7th best product placement Brand on 2017.
Other Brands associated with Johnson were Sama Syd (sunglasses), Rolex (watch) and Sprint.
The movie’s co-star, Zack Efron was highly associated with Roka (wetsuit), Belstaff (jacket), Suzuki (motorcycle) and Randolph Engineering (sunglasses). Most of these Brands made Concave’s top 100 movie Brands of 2017.
#9 JUSTICE LEAGUE – 19 million dollars of product placement advertising value
Unlike BAYWATCH, JUSTICE LEAGUE only had a total of 24 minutes of product placement screen time. But with a global box office take of nearly 650 million dollars, the latest instalment of the DC Universe generated 19 million dollars worth of product placement.
Samsung made up over a third of this in the form of TVs, monitors and phones. Samsung’s presence in JUSTICE LEAGUE was also the 9th biggest single movie product placement of 2017.
Mercedes was the 2nd biggest Brand in JUSTICE LEAGUE which contributed to it being the 9th most visible product placement Brand of 2017.
#8 JUMANJI – 21 million dollars of product placement advertising value
Much like JUSTICE LEAGUE, JUMANJI did not feature an overwhelming quantity of product placement, but its box office success meant that it reached enough people to generate the 8th most advertising value of any 2017 movie.
The Brands that benefitted most from this exposure were Suzuki (motorcycles), Sony (headphones, TV, boombox, console and phones), Nike (bags and shoes), Jansport (bags) and Casio (watch). All of these Brands made Concave’s top 100 movie Brands of 2017.
#7 CARS 3 – 27 million dollars of product placement advertising value
While the hero of the CARS franchise, Lightning McQueen, is a fictional car, many of his fellow vehicles can be identified as real-life Brands and models. As such, CARS 3 featured these real-life cars for over an hour of screen time, generating 27 million dollars in advertising value.
While cars made up 87% of the Brand exposure in CARS 3, tire Brand Goodyear actually got the most exposure. The biggest car Brands were Hudson, Dodge, Chevrolet and BMW.
#6 LOGAN – 31 million dollars of product placement advertising value
With almost 50 different Brands receiving 35 minutes of screen time and the movie grossing over 600 million dollars worldwide, LOGAN generated 31 million dollars in product placement advertising value.
Chrysler’s appearance in LOGAN – which was the 10th biggest movie product placement in 2017 – generated around 6.6 million dollars in advertising value.
#5 SPIDER-MAN: HOMECOMING – 35 million dollars of product placement advertising value
SPIDER-MAN: HOMECOMING featured 52 Brands for a combined 32 minutes of screen time. With the movie grossing 880 million dollars worldwide, it generated 35 million dollars in total product placement value.
Many prolific product placement Brands appeared in SPIDER-MAN: HOMECOMING including Ford, Sony, Jansport, Dell and Audi. All of which ranked in the top 20 product placement Brands of 2017.
#4 TRANSFORMERS: THE LAST KNIGHT – 43 million dollars of product placement advertising value
TRANSFORMERS: THE LAST KNIGHT generated 43 million dollars worth of product placement. This was far more than its 2009 predecessor, TRANSFORMERS: REVENGE OF THE FALLEN (27 million dollars) but far less than TRANSFORMERS: AGE OF EXTINCTION (2017 – 112 million dollars) or TRANSFORMERS: DARK OF THE MOON (2011 – 72 million dollars). THE LAST KNIGHT was actually closest to the original TRANFORMERS (2009) which generated 48 million dollars in product placement value.
As has been the case in every TRANSFORMERS movie, cars made up the bulk of the product placement and Chevrolet was once again the biggest car Brand in TRANSFORMERS: THE LAST KNIGHT. Other prominent Brands that got millions of dollars of value were Lexus, Caterpillar, Piaggio, Lamborghini, Nike and Mercedes. All of these appeared in our yearly top 100 product placement Brands list.
#3 KINGSMAN: THE GOLDEN CIRCLE – 63 million dollars of product placement advertising value
While KINGSMAN: THE GOLDEN CIRCLE only featured the 3rd most different Brands in this ranking, it had, by far, the most product placement screen time, with over 2 hours.
The most visible Brand was Cutler and Gross (the 2nd biggest product placement of the year), followed by Apple, Adidas, Fox News and Tag Heuer. All of these appeared in our yearly top 100 product placement Brands list
#2 THE LEGO BATMAN MOVIE – 74 million dollars of product placement advertising value
Unsurprisingly, between it being a feature-length commercial for Lego and doing well at the box office, THE LEGO BATMAN MOVIE generated 74 million dollars worth of product placement value.
98% of this was for Lego, with the remaining Brands including Harvard and Apple
#1 THE FATE OF THE FURIOUS – 135 million dollars of product placement advertising value
Combining over 100 different Brands on screen and an astounding 1.23 billion dollars at the global box office, THE FATE OF THE FURIOUS is by far and away the biggest product placement movie of 2017. In fact, the only movie in Concave Brand Tracking’s database that generated more value ever, was THE FATE OF THE FURIOUS’ predecessor, FURIOUS 7. It generated a whopping 173 million dollars back in 2015.
The top Brands in THE FATE OF THE FURIOUS were Chevrolet, Under Armour, Dodge and Plymouth. They each got between 7 and 14 million dollars of advertising value. All four were also among the top 10 product placements of 2017.
If you would like to find out more about your Brand’s ranking or are simply interested in more information on our methodology, data or services, please contact us at firstname.lastname@example.org.
disclaimer: Concave Brand Tracking does work with certain Brands in this article. However, as a market research company, our methodology is entirely objective. We are a 3rd party that provides insights into the presence and portrayal of Brands in entertainment. We are not directly involved in our client’s strategic planning or the process of coordinating product placements.