Case Study ~ Product Placement

SENNHEISER HEADPHONES
:30 Placement Integration Case Study
THE DEPARTED/Warner Bros.
Cast: Matt Damon, Leonardo DiCaprio, Jack Nicholson, Vera Farmiga
Filmmaker-Martin Scorsese, Producer-Brad Pitt
BOX OFFICE WORLDWIDE: $277 MILLION
Equivalent Media Value and Reach
Film Theatrical Exposure Reach/viewers Equivalent Media Value
THE DEPARTED :30 34,000,000*A $500,000 *C
Film’s additional reach: 50x 350,000,000*B $ 25,000,000
Based upon:
*A. $8.00 ticket average
*B. Cable,TV,DVD: 7 million viewers per outlet
*C. :30 spot valued at $500,000

THE DEPARTED/Warner Bros.
SENNHEISER SENNHEISER HEADPHONES
:30 Placement Case Study
The Placement:
Sennheiser headphones worn by Matt
Damon’s wife, Vera Farmiga in THE
DEPARTED as she listened to a tape of
Matt Damon speaking to the mob boss
implicating himself. A List Entertainment
secured this placement through their long
term relationships in Hollywood and with
Warner Bros. The client did not pay an
additional integration fee to the producers.
Placement Value:
Product placement is inherently valuable. However, the power of a placement program grows
exponentially when products are integrated into scripts, a PR buzz is created, channel and
customer bases get excited, or programs are developed to sell product.
Results:
The approximate viewers in the first run at the theatres of 34 million translates to 384 million as
the film cycles through the distribution outlets. This type of visibility builds the brand’s
awareness and cache at a fraction of the cost of :30 spot a print ad. Sennheiser is associated with
and in a major studio release with one of Hollywood’s most prestigous stars. The film won 4
Academy Awards creating unprecedented exposure for Sennheiser. Audiences will see this
placement for the extended run of the film’s release in the theatres, cable, TV and DVD.
Traditionally film placements have a shelf life 7- 10 years.
Placement in a Prime-Time TV Production
Cost of Placement $11,000
Bonus over $100 million box office $ 5,500
Total cost of Placement $16,500
Box office worldwide 277,000,000
# Viewers Theatrical Release 34,000,000
#Times show runs in 1st year 50
# Yearly viewers 384,000,000
Cost/exposure $.0033

PRINT ADVERTISEMENT IN A MAJOR MAGAZINE
Cost of Ad $60,000
Reach of magazine 500,000
# That flip your page 150,000
# That read ad 15,000
# Times ad runs 1
Cost/Exposure $4.00