#4 Beats by Dre
Return to our full article on Brands in PITCH PERFECT 2 (2015).
Beats by Dre has long been a prime example of music video product placement powerhouse and was the 2nd most visible Brand in music in 2014. However its presence in movies is something quite recent. It began with little more than cameos in THE HANGOVER PART III (2013), TRANSFORMERS: AGE OF EXTINCTION (2014) and AVENGERS: AGE OF ULTRON (2015). But PITCH PERFECT 2 (2015) marks Beats by Dre’s first product placement appearance in multiple scenes of a blockbuster movie. As such, it ranks as the 4th most visible Brand in PITCH PERFECT 2 (2015).
Much like Nike and Apple, Beats by Dre products are seen throughout the movie. The Brand is mostly present through headphones, but a couple of Pill XL speakers can also be spotted. These add up to over 2 minutes of screen time, a big leap from the 7 seconds Beats by Dre had in TRANSFORMERS: AGE OF EXTINCTION (2014), the 6 seconds in FURIOUS 7 (2015) or mere 2 seconds in ALEXANDER AND THE TERRIBLE, HORRIBLE, NO GOOD, VERY BAD DAY (2014).
Concave did clock around a minute of screen time for Beats by Dre in AVENGERS: AGE OF ULTRON (2015) but this was all in a single scene whereas in PITCH PERFECT 2 (2015) the Brand is seen throughout the movies and is used by an array of individuals.
In PITCH PERFECT 2 (2015) Beats by Dre enjoys a strong association with music, its production, recording and generally professional use. Their headphones are worn by Anna Kendrick as she works on her own beats, but most of their presence comes in the record label studio and office her character works at. In these scenes, Beats by Dre’s presence varies from their headphones and speakers just being vaguely seen in the background to Snoop Dogg and Hailee Steinfeld wearing them in the studio recording booth. Beats by Dre’s logo is also seen in 89% of its screen time.
As well as appearing in the actual movie, Beats by Dre headphones appear extensively in behind-the-scenes footage. In many featurettes and promotional videos, actress and director Elizabeth Banks can be seen wearing a pair of Beats by Dre Mixr headphones. This portayal furthers Beats by Dre’s image as a professional Brand.
While this is not be the first time we see Beats by Dre on the big screen, it does mark the first time Beats by Dre is portrayed as a professional headphone Brand in a movie. This is not only important due to Beats by Dre’s late arrival in the movie market but also because it is not often portrayed as such in music videos. In such appearances it is more often shown as just a cool casual accessories.
This major appearance in PITCH PERFECT 2 is a big step for Beats by Dre, and we will undoubtedly keep seeing in more upcoming movies. However, unlike the music video market which it dominates, Beats has many well-established competitors in the movie segment. These include the likes of Sony, Bose and Skullcandy.