Cutting Edge
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This week's extract
Super product placements
The latest Superman film, Man of Steel, is littered with product placements as brands are keen to associate with the popularity of the film. But it is the sheer number of commercial partners that makes this film remarkable. Some claim that the film is associated with more advertising brands than any other film. Product placement provides much-needed cash for Hollywood while brands are becoming closer to content rather than just advertising.
The Independent, 10 June 2013, p10
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