The financial investment of several large companies would suggest that product placement does in fact work. Consider the decision made by Exxon to pay $300,000 to earn prominent placement in Days of Thunder, or Cuervo Tequila paying $150,000 to be featured in Tequila Sunrise. Even Pampers Spent $50,000 to be in Three Men and a Baby.
The results of product placement can be impressive. Reese’s Pieces enjoyed an 85% increase is sales after the release of E.T. where the candy was featured. Ray-Ban’s “Predator 2″ sunglasses, a major costume element in Men In Black, tripled in sales from $1.6 million to $5 million after the release.
Even the US Government has taken notice. The US Navy set up recruiting booths in major theaters in an attempt to capitalize on the thrill of Top Gun. They experienced one the highest application rates ever.