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A Nightmare on Elm Street
Date: 30 Apr-2 May., 2010
Studio: New Line
Weekend gross: $32.2 M
Featured brands:
Apple,
Dell,
Gigablast,
Honda Insight,
Honda Prius,
Jeep,
Motorola,
Mountain Dew,
Nike,
Red Bull,
TYR,
Volkswagen Beetle,
Zippo
Comments: A Nightmare on Elm Street topped the box office its opening weekend, offering some interesting twists and selective product placements. Brands featured in the 2010 remake of the horror classic run the gamut from A (Apple) to Z (Zippo).
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Alice in Wonderland
Date: 5-7 Mar., 2010
Studio: Buena Vista
Weekend gross: US$185.9 M
Featured brands:
none
Comments: Sorry Green Zone, but for another week our number one movie is, Alice In Wonderland, a film that has absolutely no brandcameo magic as the phantasmagorical landscape is completely devoid of brands. This leaves our count, in March no less, an ongoing tie among five brands. Perhaps this week’s number one film will bring some semblance of sanity to the 2010 brandcameo race.
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Avatar
Date: 29 Jan-1 Feb., 2010
Studio: Fox
Weekend gross: US$ 594 M
Featured brands:
Jujubes,
Marlboro,
Nike,
Special K,
Stanford University,
U.S. Marine Corps
Comments: Though Avatar breaks ground in the realms of special effects and visual technology, from a product placement perspective, the film is forgettable as the the only notable product placements are t-shirts that underscore character development.
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Chronicles of Narnia 3
Date: 10-12 Dec., 2010
Studio: 20th Century Fox
Weekend gross: $24.5 M
Featured brands:
none
Comments: The only product placements in Chronicles of Narnia: The Voyage of the Dawn Treader could be glimpsed in the 'coming soon' preview trailers that ran before the movie started.
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Clash of the Titans
Date: 2-4 Apr., 2010
Studio: Warner Bros.
Weekend gross: US$61.2 M
Featured brands:
none
Comments: Another week with Clash of the Titans at the top means another week of a five-way tie. But this week at the box office wasn't without drama, as Date Night gave Clash a run for its money, just barely losing out in the final calculations.
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Dear John
Date: 5-8 Feb., 2010
Studio: Sony/Columbia
Weekend gross: US$30.5 M
Featured brands:
Bowens Island Restaurant,
Budweiser,
Chevrolet,
Lacoste,
Mr. Koolie,
Quiksilver,
Stella Artois,
Takamine,
Trailways,
U.S. Army,
USPS,
Volkswagen
Comments: No particular brand jumps out into the lead, though the United States Postal Service and local Charleston, NC, brands receive favorable screen time.
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Despicable Me
Date: 9-11 Jul., 2010
Studio: Universal
Weekend gross: US $60.1 M
Featured brands:
Auchan,
Blu-Ray,
Cheetos,
Lehman Brothers,
Little Trees,
MSNBC,
NBC,
Wii
Comments: Universal's Despicable Me only features a handful of brands, in keeping with the trend in children's entertainment to play down products featured — unless they provide a knowing wink for adults escorting kids to the movie, as a nod to Lehman Brothers certainly does.
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Harry Potter and the Deathly Hallows: Part 1
Date: 19-28 Nov., 2010
Studio: Warner Bros.
Weekend gross: $175.4 million (two-weekend gross)
Featured brands:
Amaretti Del Chiostro,
Avon Tires,
Barclays,
Belstaff,
Gap,
Jenny Parkham,
Royal Enfield,
Samsung,
Sanyo
Comments: The penultimate installment in the Harry Potter films had a blockbuster opening weekend and brought limited love to muggle brands — except for Harry Potter's leather jacket-maker.
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How to Train Your Dragon
Date: 26-28 Mar., 2010
Studio: Paramount (Dreamworks)
Weekend gross: US$43.3 M
Featured brands:
none
Comments: The brandcameo ranking remains at a five-way tie as How to Train Your Dragon is completely devoid of product placements, which makes sense considering the movie takes place hundreds of years ago on a Viking island. So far, however, 2010 remains an unprecedented and odd year for our brandcameo listings.
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How to Train Your Dragon
Date: 23-25 Apr., 2010
Studio: Paramount (Dreamworks)
Weekend gross: US$15 M
Featured brands:
none
Comments: Our twelve-way (yes, 12!) tie for first plows forward for another week as repeat-winner How to Train Your Dragon returns to top another weekend. The animated kids' feature, as we noted below, had zero product placements.
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Inception
Date: 16-18 Jul., 2010
Studio: Warner Bros.
Weekend gross: $60.4 M
Featured brands:
Bang & Olufsen,
Beretta,
BlackBerry,
Blaser,
Café Debussy,
Citroën,
Coca-Cola,
Famima!!,
Ford,
Glock,
Hyundai,
Japan Rail East,
Jose Cuervo,
Maybach,
Mercedes,
Nikon,
Range Rover,
Samsung,
TAG Heuer,
Toyota
Comments: Inception has about as little product placement as one could expect from a modern film set in urban environments. The only collection of brands that ground the film in current reality are those of automobiles and guns.
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Iron Man 2
Date: 7-17 May., 2010
Studio: Paramount
Weekend gross: US $186.6M
Featured brands:
3M,
Apple,
Arai,
Audi,
Boy Scouts,
Bridgestone,
Canal+,
Chevrolet,
Chopard,
Claridge,
CNN,
Cohiba,
Crocs,
C-SPAN,
Dell,
Dick's Sporting Goods,
Dom Perignon,
Dr. Pepper,
Everlast,
Ferrari,
Forbes,
Fortune,
Google,
Hotel de Paris,
Hotel de Paris,
Initium,
Jaeger-LeCoultre,
JBL,
Johnnie Walker,
Kodak,
KOR,
Land O' Frost,
LG,
Life Magazine,
Lincoln (tools),
Lincoln Electric,
Los Angeles Times,
Louis Vuitton,
Martini & Rossi,
Monte Carlo Casino,
Montecristo,
MSNBC,
Oracle,
Pirelli,
PRO (martial arts equipment),
Randy's Donuts,
RIDGID,
Rimowa,
Rolling Stone,
Rolls Royce,
Russian Standard Vodka,
Sama,
Shell,
SIGG,
Snap-on,
Sparco,
Starbucks,
Texaco,
The Coffee Bean and Tea Leaf,
Time,
Ty Nant,
U.S. Air Force,
U.S. Army,
U.S. Marine Corps,
U.S. Navy,
Vanity Fair,
Wired,
YouTube,
Zepter
Comments: Iron Man 2 stormed the box office its U.S. opening weekend, featuring an army of 54 brands. But not all Iron Man’s brands were official partners and not all were equal. And once again, Audi’s R8 Spyder stole its scenes.
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Jackass 3D
Date: 15-17 Oct., 2010
Studio: Paramount
Weekend gross: $50.4 M
Featured brands:
Budweiser,
California Lottery,
Carhartt,
Converse,
Dickies,
FotoKem,
Heineken,
Lacoste,
Lamborghini,
Levi's,
New Balance,
Panasonic,
Paul Frank,
Ray-Ban,
Ross,
Stihl,
Yamaha
Comments: If stupidity is a product, then Jackass 3D is the most product-placed film of all time. Sadly, stupidity is not a product. In fact, the stupidity on display in Jackass 3D may explain why there are so few brands, with most of them in the background. Yet, there are a few prominent brands — and mentionables among the unmentionables.
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Kick-Ass
Date: 16-18 Apr., 2010
Studio: Lionsgate Entertainment
Weekend gross: US$19.8 M
Featured brands:
Amp Energy Drink,
Apple,
Aquafina,
Atomic Comics,
Beretta,
Bratz!,
Budweiser,
CBS,
Chrysler PT Cruiser,
Clover Milk,
Count Chocula,
Dark Horse Comics,
Dell,
Dunkin' Donuts,
Ford,
Ford Mustang,
Gap,
Glock,
GMC,
Heckler & Koch,
Hi-C,
Honey Puffs,
Hungry Man,
ICEE,
Jeep,
Kleenex,
Land-O-Lakes,
Mountain Dew,
MySpace,
New York Post,
Pepsi,
Range Rover,
Rolls Royce,
Samsung,
Sierra Mist,
Skype,
Sony,
Spalding,
Steyr,
SunChips,
Timberland,
Twizzlers,
USA Today,
Welch's,
YouTube,
Zippo
Comments: A revised box office tally put the opening weekend of Kick-Ass in top spot, narrowly bumping How to Train Your Dragon and bringing a bumper crop of new brands into our 2010 tally. From Rolls-Royce to snack food galore, Kick-Ass kicked in with some serious product placement chops.
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Little Fockers
Date: 24 Dec-2 Jan., 2011
Studio: Universal
Weekend gross: $60.3 M
Featured brands:
American Medical Association,
Apple,
Arthur Murray Dance Studios,
ASICS,
Bolshoi Ballet,
Cadillac,
Chanel,
Chevrolet,
Chicago Cubs,
Children's Memorial Hospital,
Classico,
Deepak Chopra,
GE,
Google,
Hilton,
Jell-O,
Lactaid,
Landscape Structures,
MySpace,
Nokia,
Pabst,
Pabst Blue Ribbon,
Sharp,
Skype,
Tesla,
Toyota Prius,
Volkswagen,
YouTube
Comments: The last number one movie of 2010 is also the first number one of the new year. Unlike 2010, which saw a largely product placement-free Avatar dominate well into February, Little Fockers starts our 2011 annual count with a slew of brands including Google, Prius and Sustengo — and our 2010 Brandcameo continuing champion, Apple.
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Megamind
Date: 5-14 Nov., 2010
Studio: Dreamworks
Weekend gross: $77.8 M (two-weekend gross)
Featured brands:
Jean Paul Gaultier
Comments: Megamind represents a landmark in product placement for animated films – Can you say 'dearth,' 'paucity,' 'lack' or 'vacuum'? Because there’s no visual placement, and the only brand name to be found in the whole film (Jean Paul Gaultier) is spoken in a passing joke about men's cologne.
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Paranormal Activity 2
Date: 22-24 Oct., 2010
Studio: Paramount Pictures
Weekend gross: $41.5M
Featured brands:
Bud Light,
Burger King,
Cam-Tec,
Cheerios,
Dunkin' Donuts,
Flowbee,
Lucerne,
San Diego Chargers,
Simply Orange,
Sony
Comments: Security camera-based sequel Paranormal Activity 2 packed ‘em in over this Halloween season weekend. The screamfest claimed the top spot with its brand-light, faux-amateur variation on the time-honored haunted house riff.
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Resident Evil: Afterlife
Date: 10-12 Sep., 2010
Studio: Sony
Weekend gross: $27.7 M
Featured brands:
Desert Eagle Pistol,
Hummer,
Jordan,
Smith & Wesson,
Sony,
TAG Heuer
Comments: With Resident Evil as fourth installment in the 'Resident Evil' franchise, one might expect a few more brands from a film set largely in a modern US metropolis, even if that future version of Los Angeles is a blood-splattered apocalyptic one. One would be mistaken. This is in keeping with how sparingly the Resident Evil franchise has used brands. The third film in the series had a prominent BMW tie-in, but little else. The second film was heavy with Sony Vaio computers and little else. This fourth addition to the series features only five brands.
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Saw 3D
Date: 29-31 Oct., 2010
Studio: Lionsgate Films
Weekend gross: $22.5 M
Featured brands:
none
Comments: Saw 3D was meticulously scrubbed of brands, following suit with other major horror movie franchises.
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Shrek Forever After
Date: 4-6 Jun., 2010
Studio: Paramount (Dreamworks)
Weekend gross: $114.55 M
Featured brands:
none
Comments: The fourth and (so promised) last in the Shrek franchise, Shrek Forever After, does not stray too far from the series' formula. Yet, from a product placement perspective, it takes a wildly divergent turn from its last couple of predecessors to reunite with the spirit of the first Shrek film in 2001.
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Shutter Island
Date: 26-28 Feb., 2010
Studio: Paramount
Weekend gross: US$22.6 M
Featured brands:
Aspirin,
Lucky Strike,
Odeon Records,
Zippo
Comments: For another week Martin Scorsese’s Shutter Island takes the top spot. Though the film offers plenty of scares, it offers few brandcameos, as the 1954 remote island setting only allows screen time for Zippo, Aspirin, Odeon Records, and Lucky Strike cigarettes.
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Takers
Date: 27-29 Aug., 2010
Studio: Sony
Weekend gross: $20.5 M
Featured brands:
Audi,
Bloomberg,
Cadillac,
Calvin Klein,
Chevrolet,
Chevrolet Camaro,
Dom Perignon,
Ducati,
Ford,
Glock,
Los Angeles Dodgers,
Nike,
Porsche,
Range Rover,
Ray-Ban,
Rimowa,
Roosevelt Hotel L.A.,
Sony,
Under Armour,
University of Southern California
Comments: Creating some drama of its own, Takers narrowly squeaked by The Last Exorcism to win the weekend. For a film set in modern day Los Angeles, Takers features surprisingly few brands. In fact, Takers featured about a third of the number of brands found in The Other Guys, a cops-chasing-robbers comedy set in modern day New York. One brand the two films had in common: Range Rover, which, after a similar showing in Inception, appears to have become to go-to brand for cool criminals world over. Ray-Ban gets some lingering on-screen love in Takers, while Sony is the electronics brand of choice. Still, one would maybe have expected a lot more capitalization on coolness.
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Tangled
Date: 3-5 Dec., 2010
Studio: Disney/Pixar
Weekend gross: $21.5 M
Featured brands:
none
Comments: In the least-attended post-Thanksgiving weekend since 1997, Disney's retelling of the Rapunzel fairytale, Tangled, overtook part one of Harry Potter and the Deathly Hallows at the North American box office — with nary a real-world brand to be seen.
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The American
Date: 3-5 Sep., 2010
Studio: Focus Features
Weekend gross: $13.3 M
Featured brands:
Alfa Romeo,
Ermenegildo Zegna,
Fiat,
Happydent,
LG,
Nikon,
Omega,
Persol,
Post Italiente,
Ruger,
Samsonite,
San Pellegrino,
Vespa,
Volvo
Comments: Even though The American may appear to have a European, anti-commercialism pedigree, the reality is far different. The George Clooney action flick boasts nearly as much product placement as last weekend’s #1, Takers. In fact, movie-goers would probably be surprised to learn that the moody film has a product placement deal with invitation-only designer discounter Gilt Group. Set in Europe, it’s no surprise The American is full of Euro brands such as Volvo, Fiat, Alfa Romeo and Vespa. Yet, the brand that benefits most from the film is the place the film is set in: Italy.
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The Expendables
Date: 13-23 Aug., 2010
Studio: Lionsgate Films
Weekend gross: $35 M
Featured brands:
adidas,
Atchisson Assault (AA-12),
Belstaff,
Brahma beer,
Canon,
Ducati,
Ford,
Glock,
IBM,
Panasonic,
Panerai,
Penthouse,
Vespa
Comments: Product placement in The Expendables, the latest champion at the U.S. box office, proves as boring as the dialogue. Only a couple of brands of actually stand out, with the vast majority of products featured in the film almost as if by accident.
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The Karate Kid
Date: 11-13 Jun., 2010
Studio: Sony / Columbia
Weekend gross: US$65 M
Featured brands:
adidas,
Air China,
Audi,
Converse,
Detroit Lions,
Detroit Tigers,
Fox Racing (Fox Head),
Häagen-Dazs,
Juicy Couture,
Los Angeles Lakers,
Nike,
Sony,
SpongeBob SquarePants,
Taito Station,
Volkswagen
Comments: While The Karate Kid managed to break The A-Team on both films' opening weekend, the Kid failed to break much ground for product placement. The biggest 'brands' that stand to benefit from the remake starring Will Smith's son Jaden: China's brand as a nation and tourism lure, and the sport of kung fu.
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The Other Guys
Date: 6-8 Aug., 2010
Studio: Sony
Weekend gross: US$35.6 M
Featured brands:
Adobe,
AIG,
Apple,
Ask Jeeves,
Bay Crane,
Bear Sterns,
Bed, Bath & Beyond,
Blackwater,
Butter (nightclub),
Cadillac,
Chelsea Piers,
Chevrolet,
Chevrolet Camaro,
CNN,
Coca-Cola,
Columbia University,
Cosmopolitan,
Enron,
Febreze,
Ford,
Full Throttle,
Glacier Water,
Glock,
Goldman Sachs,
Grand Theft Auto,
Lamborghini,
Lehman Brothers,
Madison Square Garden,
Mike's,
Mister Softee,
Mossberg,
Nathan's Famous,
New York Knicks,
New York Post,
New York Rangers,
New York University,
New York Yankees,
NY1,
Oreo,
Plaza Hotel,
Purell,
Range Rover,
Ritz,
Sony,
Sony VAIO,
Subaru,
TMZ,
Tower Records,
Toyota Prius,
Trump Plaza,
Under Armour,
University of Florida,
Viagra,
VO5,
Wendy's,
Wet Ones
Comments: Will Ferrell's latest box office hit features a Big Apple's worth of brands (more than 50), many of which are New York-based and tweak the Manhattan setting of this comedy from Sony.
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The Social Network
Date: 1-10 Oct., 2010
Studio: Sony
Weekend gross: $46.1 M
Featured brands:
adidas,
Apache,
Apple,
Arm & Hammer,
BlackBerry,
Boston University,
Brooks Brothers,
Cadillac,
Cambridge University,
Columbia University,
Cornell University,
Dell,
Disney,
Exeter Academy,
Facebook,
Friendster,
Gap,
Google,
Harvard University,
LiveJournal,
London School of Economics,
Macy's,
match.com,
Microsoft,
Mountain Dew,
MySpace,
Napster,
Network Solutions,
New England Patriots,
NFL,
Nike,
Oxford University,
Patagonia,
Philips,
Polaroid,
Polo Ralph Lauren,
Porsche,
Range Rover,
Red Bull,
Samsung,
Sony VAIO,
Stairmaster,
Stanford University,
The Harvard Crimson,
The North Face,
The Unlimited,
Thirsty Scholar,
Tower Records,
Ty Nant,
Under Armour,
Victoria's Secret,
Yale University
Comments: The Social Network overtakes Wall Street 2 at the box office, echoing similar themes of preppy elitism, corporate greed — and abundant product placement.
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The Town
Date: 17-19 Sep., 2010
Studio: Warner Bros.
Weekend gross: $23.8 M
Featured brands:
Amtrak,
Bang (laundry detergent),
Ben & Jerry's,
Beth Israel Deaconess Medical Center,
BlackBerry,
Boston Bruins,
Boston Herald,
Boston Red Sox,
Budweiser,
Carhartt,
Cashcom,
Charlestown Patriot,
Chevrolet,
Coca-Cola,
Cummins,
Dell,
Dunkin' Donuts,
Easton,
Fenway Park,
Ford,
Glock,
Harvard University,
Jeep,
Jordan,
Jose Cuervo,
Levi's,
Mohegan Sun,
Monument Laundry,
Motorola,
Nike,
Nike Bauer,
Nikon,
Old Sully's (bar),
Oxycontin,
Panasonic,
PUMA,
Ritz-Carlton,
SIG Sauer,
Skype,
Sully's (clothes),
Tasteeos,
The North Face,
Tiffany & Co.,
Toyota Prius,
Underoos,
Xbox,
Zippo
Comments: The nearly 50 brands in The Town include many Boston-centric brands, including the Red Sox, the Bruins, Harvard, the Boston Herald, Fenway Park, Fighting Irish — and of course, Brand Boston itself, even if it's not the most flattering depiction of director Ben Affleck's beloved Beantown.
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The Twilight Saga: Eclipse
Date: 2-5 Jul., 2010
Studio: Summit Entertainment
Weekend gross: US$82.5 M
Featured brands:
American Eagle Outfitters,
Chevrolet,
CNN,
Greenpeace,
Jansport,
Jeep,
Nike,
Porsche,
Rainier,
Samsung,
The North Face,
University of Alaska,
Volvo,
Zippo
Comments: The Twilight saga is a , inspiring such wild attention to starring brands that lawsuits have been filed. The series is also a monster when it comes to tracking product placement, with fans spotting around 70 different products and brands.
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Toy Story 3
Date: 18-27 Jun., 2010
Studio: Disney Buena Vista (Pixar)
Weekend gross: US$168 M
Featured brands:
Apple,
Barbie,
Corvette,
eBay,
FAO Schwartz,
Fisher-Price,
GI Joe,
Monopoly,
Mr. Potato Head,
Sharpie,
Super Glue
Comments: The well-known Pixar cast of characters are back in this third installment, which completes the Toy Story trilogy. Some of the “toys” are original creations of the film, such as Buzz Lightyear and Woody. Others, such as Mr. Potato Head are revered toy brands
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Tron: Legacy
Date: 17-19 Dec., 2010
Studio: Disney
Weekend gross: $43.6 M
Featured brands:
Apple,
Bentley,
BMW,
Boston Celtics,
Cal Tech,
Coors,
Ducati,
Levi's,
Los Angeles Lakers,
New York Post,
Nikkei Index,
Nokia,
Rubik's Cube,
SE Racing,
Stalker,
Starbucks,
The Washington Times
Comments: As much as Tron: Legacy was an ode to Ducati motorocycles, the film may be an even more effective ad for Apple's iPad.
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Valentine's Day
Date: 12-14 Feb., 2010
Studio: Warner Brothers
Weekend gross: US 56.4 M
Featured brands:
1-800-Flowers,
adidas,
American Airlines,
American Express,
Apple,
Beverly Wilshire Hotel,
BlackBerry,
Blazer,
Cadillac,
Cadillac Escalade,
Cartier,
Chanel,
Chevrolet,
Chicago Cubs,
Christian Louboutin,
Craigslist,
Discovery Channel,
DW Interiors,
ESPN,
evite.com,
Facebook,
FedEx,
Ford,
Ford Mustang,
Gatorade,
Hollywood Forever Cemetary,
Indiana University,
International Creative Management,
Los Angeles Dodgers,
Mapquest,
Marc Jacobs,
Moët & Chandon,
Nike,
Nokia,
Northwestern University,
Polaroid,
Porsche,
PUMA,
Quiksilver,
Range Rover,
Retin-A,
Scope (mouthwash),
Sharpie,
Sony,
Southwest Airlines,
Stanford University,
The BLVD (Los Angeles),
The Lawrence Foundation,
Toyota,
Tufts University,
U.S. Army,
USPS,
Versace,
Victoria's Secret,
Volkswagen Beetle,
Walt Disney Concert Hall,
Yale,
York
Comments: In a nod to symmetry and marketing research, Valentine's Day, the movie, topped box office in ticket sales on Valentine's Day weekend. The star-studded film, however, features just as many – if not more – brands than stars. Familiar brandcameo brands such as Apple, Toyota, Sony, and Chanel make the big screen, but the real props go out to brandcameo count leaders the US Postal Service, the U.S. Army, Stanford University, and Chevy – each of which has two brandcamoes for the year.
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Wall Street: Money Never Sleeps
Date: 24-26 Sep., 2010
Studio: 20th Century Fox
Weekend gross: $19 M
Featured brands:
Apple,
Arai,
Barton Perreira,
Bed, Bath & Beyond,
Belstaff,
BlackBerry,
Bloomberg,
Borders,
Brooks Brothers,
Bulgari,
Cardo Systems, Inc.,
Cartier,
CNBC,
Cracker Jack,
Crockett & Jones,
Dainese,
Dell,
Ducati,
Dunkin' Donuts,
Ferragamo,
Ferrari,
Forbes,
Ford,
Heineken,
IWC,
Jack Daniel's,
Johnnie Walker,
Lamborghini,
Lay's,
LG,
Metropolitan Museum of Art,
New York Post,
New York Stock Exchange,
Nintendo,
NY1,
Orrefors,
PanAmerica,
Patron,
Perrier,
Red Bull,
The Bowery Hotel,
Toyota,
Toyota Prius,
USPS
Comments: Wall Street: Money Never Sleeps is meant to be a commentary on the 'greed' on display in the 1987 original that put Gordon Gekko on the map. It turns out that, in Oliver Stone's latest version of financial circles, greed now is good. Likewise, where the first Wall Street featured few branded products, it seems product placement is now good, too.
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