Gordon S. Lang School of Business and Economics marketing professor Dr. Timothy Dewhirst reflected on the use of product placement in movies following the 40th anniversary of E.T. the Extra-Terrestrial in a Toronto Star commentary.
Advertising for Reese’s Pieces in E.T. represented a turning point in movie product placement, noted Dewhirst. He added product placement is now a major source of revenue for producers and helps sets look more realistic to their audiences.
A senior research fellow in marketing and public policy in the Department of Marketing and Consumer Studies, Dewhirst researches marketing and society and public policy, and brand strategy.