Tomorrow’s Trends points out that product placements can now be purchased and inserted into scenes after the show has been produced, using technology.
When a scene from the CBS TV show “Numbers” was filmed there was nothing on the table. In post-production, presto, a steaming cup of Campbell’s soup is added.
Same with an episode of “Still Standing.” Originally nothing in the shot, and afterwards a box of Cheeze-Its appears.
The process is called digital brand integration and it is the newest form of product placement developed by a company called Marathon Ventures.
“We can place a product, virtually any size, in almost any location. It really depends on what the program and the video in each individual episode provides in terms of a logical or contextual background,” said the company’s president, David Brenner.