Between the prison scenes, action sequences and the large parts of SUICIDE SQUAD (2016) that take place in a destroyed city, there are not an overwhelming number of Brands that appear in the movie. However, Concave Brand Tracking did record a number of product placements and this article looks at the 5 most visible ones in the latest instalment of the DCEU (DC Extended Universe) franchise.
$ ADVERTISING VALUATION: For these 5 Brands, we will also give an approximate valuation of how much their exposure was worth in terms of advertising value during SUICIDE SQUAD’S (2016) opening weekend. This value is based on Concave Brand Tracking’s in-house model and SUICIDE SQUAD’S (2016) global opening weekend gross of 267 million dollars worldwide. For more information on our valuation model please contact us at firstname.lastname@example.org.
#5 Dodge in SUICIDE SQUAD (2016)
In SUICIDE SQUAD (2016), Dodge vehicles were not used by major characters like in TEENAGE MUTANT NINJA TURTLES: OUT OF THE SHADOWS (2016) or used in a major car chase like in in BATMAN V SUPERMAN: DAWN OF JUSTICE (2016).
They can, however, be seen throughout SUICIDE SQUAD (2016) either in the background or as part of the city sets, mostly in the form of police cruisers.
This limited visibility resulted in around US$ 290K worth of global exposure for the Dodge product placement during SUICIDE SQUAD’S (2016) opening weekend.
#4 Chevrolet in SUICIDE SQUAD (2016)
Unlike Dodge, Chevrolet vehicles are used by characters in SUICIDE SQUAD (2016) and their logos were sometimes visible. Tahoe SUVs appear in a couple of scenes as a mode of transport for government operatives.
This results in US$ 375K worth of global exposure for the Chevrolet product placement during SUICIDE SQUAD’S (2016) opening weekend.
Chevrolet is one of the most common Brands in movies as well as entertainment more broadly. In 2016, it has already appeared prominently in blockbuster movies such as DEADPOOL and CENTRAL INTELLIGENCE.
#3 Arc’teryx in SUICIDE SQUAD (2016)
While its logo is never fully seen, Joel Kinnaman can clearly be seen wearing a black Arc’teryx LEAF jacket in various scenes early on in the movie. This portrayal associates the Brand with paramilitary use, much like Under Armour often is.
Arc’teryx got an estimated US$ 421K worth of global exposure for its product placement during SUICIDE SQUAD’S (2016) opening weekend.
The Brand is not common in entertainment but has been worn by Robin Wright in season 1 of HOUSE CARDS (2013) and appeared throughout the 2015 remake of POINT BREAK.
#2 Samsung in SUICIDE SQUAD (2016)
After being the #1 Brand in BATMAN V SUPERMAN: DAWN OF JUSTICE (2016), Samsung continues its partnership with the DCEU by appearing throughout SUICIDE SQUADE (2016). It’s mobile phones and tablets are used by a variety of characters including Deadshot (Will Smith), Amanda Waller (Viola Davis) and The Joker (Jared Leto). This results in associations with technology, crime and communication as well as professional and government use.
Samsung’s product placement gave the Brand US$ 700K worth of global exposure during SUICIDE SQUAD’S (2016) opening weekend.
Samsung product placements also appear very frequently in other movies. In 2016 we have seen their products co-star in RIDE ALONG 2, ZOOLANDER 2 and BATMAN V SUPERMAN: DAWN OF JUSTICE (2016) to name just a few examples.
#1 Dasani in SUICIDE SQUAD (2016)
With no Brand appearing too extensively and visibly in SUICIDE SQUAD (2016), at #1 we find a Brand that appeared discreetly but for entire scenes and in great numbers: Dasani.
In various scenes – such as early ones in conference rooms and later ones in control rooms – Dasani water bottles can be seen all over the place.
While Coca-Cola cans can also be seen alongside Dasani (which is a Coca-Cola Company Brand) there are never more than a couple, while we see dozens of the water bottles.
Dasani got US$ 730K worth of advertising during SUICIDE SQUAD’S (2016) opening weekend from this product placement.
Dasani was the most visible water Brand in 2015 movies (ahead of Voss and Aquafina) having appeared in such films as CREED, THE BIG SHORT and SOUTHPAW.
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