Not Content with Silicon Valley, Apple Marches on in Hollywood
The world’s most valuable technology company is now making headway on the silver screens of Hollywood. Apple has been named the company with the best movie product placement in 2010 by Brandchannel, part of global brand consultancy Interbrand.
The Cupertino company’s products appeared in 30% of the 33 number one US box office films, Brandchannel said. Such films include Tron: Legacy, The Social Network and Toy Story 3.
“In fact, Apple products appeared in more top films in the last decade than McDonald’s and Nike combined,” Brandchannel wrote in a blog post. “Pretty impressive, considering that fewer than 15% of American computer-owning households have an Apple.”
Nike, Chevrolet and Ford tied for second place in Brandchannel’s study.
Although Apple ruled the roost in 2010, it also represents the second straight year Apple’s product placement dominance actually declined. In 2009, the technology company appeared in 44% of the number one films, and in 2008, this figure was 50%.
“This slippage in Apple product placement is not due to Apple giving up on the practice—inevitably, other brands are taking a page from its playbook and aping Apple’s product placement strategy,” wrote Brandchannel, adding that Hewlett-Packard, Dell and Sony are some of these companies.
As part of the study, Brandchannel named Iron Man 2 as the film with the most product placements. The action flick boasts 64 total brand placements, Brandchannel said.