I'm somewhat amused (call it jaded by years of false optimism in this) when filmmakers espouse a reliance or even anticipation of product placement for film financing.
It just doesn't happen to nearly the degree so many would wish it were so, unfortunately. You might get a company to put in a little on the occasional film that fits their advertising model and budget, but it's so rare it's not worth considering imho.
Best you can expect is free potato chips from Lays, Coke from Coke, ketchup from heinz, beer for the crew, etc. These are obtained via product placement agencies which place products in media. For free.
There is however another avenue which is called Branding and Branded Content. Again, it is rare and not something that should be anticipated or counted upon for real funding, until it happens. Companies are leaning toward film and tv to get their message out as the audience has continued to fracture and disperse throughout the media universe. They generally work to come in early on a project and have their wares 'built into' the story.
There are companies that specialize in reaching these firms. Some charge upfront fees to do this work. It's something to consider, just not factor fully into your finance plan.
Here's an article on the CAA Branded Content Team:
https://www.marketingbrew.com/stories/2024/09/11/inside-caa-s-media-and-...
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This is a mic drop post, Jack Binder. Can't tell you - although I know you know - how many decks I see where the promise of product placement $$$'s is baked into the pie.
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Fantastic share, Jack Binder! Thank you!!
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Thank you Ashley Renee Smith and RB. Happy to add perspective on the subject.
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Invaluable, Jack Binder