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A star arrives as product placement hits the screen

The latest hectic 61  second trailer for one more James Bond film, Skyfall, shows gunfights, interrogations, a steamy shower scene, motorbike chases along with a silver Aston Martin speeding away in to the Scottish Highlands.

That car is key to the movie, less a plot device or possibly a nod on the 50 year good cheap Ray Ban Wayfarer reputation for the Bond movie franchise, but as funding. Skyfall, that's released next month, is thought to possess garnered a lot more than $45m (28m) in product placement   that will include Bond supping a Heineken beer   accurate documentation figure that covers in regards to a third of its budget.

Product placement within the movies is thriving, and it is fast closing on being a $2bn industry, over double the figure in the pre credit crunch days of 2005. Major movie studios makes their profits off simply a handful of big hits every year, so product placement could take out a number of the risk of unable to cover the budget from ticket sales alone.

Although concept goes back to Marx Brothers days, a is growing as never. Traditional advertising, including slots prior to a film, are believed less targeted and, by their direct nature, not as likely to persuade viewers to purchase the product or service.

For example, in 2012 so far Coca Cola has featured in males in Black 3, the 4th Mission Impossible flick and Safe House, starring Denzel Washington. Coca Cola's fierce rival has not been to be outdone: a large, old fashioned Pepsi sign was displayed in Sylvester Stallone's The Expendables 2.

Sarah Curran is business development director with the UK's oldest product placement agency, Pinewood Studios based New Media Group. It worked on this Ray Ban outlet store year's sci fi blockbuster Prometheus which is looking at getting products into You just need Kill, an alien invasion movie starring Tom Cruise. His earlier movie Top Gun also featured Ray ban sunglasses Aviator sunglasses   and purchases rose 40 percent.

Ms Curran says: "Brand placement is undoubtedly increasingly popular for movies looking to raise finance. Specific items are more Ray Ban Wayfarer 90% off likely to be thinking about being in a motion picture, what we call 'hero properties': phones, technology, cars, as an alternative to fast moving consumer goods."

Advertising folk want to distance themselves through the term product placement, and instead such as the phrase "brand integration". What this means is a product not only being a prop, however in a more central role.

Gary Smith, us president at Intandem Films, recently appointed a professional in La to find a retailer to create the clothes to the two central characters from the upcoming 10 The things i Hate About Life.

If the movie is released, the retailer will sell a clothes range named after those characters, Ben and Willow, that Intandem will receive some of the royalties.

"Companies are taking this much more seriously now than merely putting a drink in the heart of a scene," explains Mr Smith.

Similarly, Chantal Rickards, head of programming and branded content at advertising agency MEC, Ray Ban sunglasses outlet suggests the Runaway Bride.

As Julia Roberts' character goes out from her wedding, she hops in to a Federal Express truck jointly character ponders where she's going. Another replies: "I have no idea of, but she'll be there by 10.30 tomorrow morning."

"It's funny and it doesn't seem like FedEx has become forced down the audience's throat," says Ms Rickards. "When people are enjoying themselves, they are much more receptive to commercial advertising, so long as doesn't interrupt the flow with the entertainment."

With all the best part of $50m of product onscreen as Difficulties fights Javier Bardem's blond baddie, it will require something for audiences to never be at a loss for the flashy cars and popular lagers on display.

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