---
title: Movie product placements are big money
description: Nike had $94m worth of airtime, just from Space Jam.
---

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# [Movie product placements are big money](https://hs-sbup.thehustle.co/news/04212022-movie-product-placements)

 Written by [Jacob Cohen](https://hs-sbup.thehustle.co/news/author/jacob-cohen) | Apr 21, 2022 8:53:39 AM

The odd thing about seeing a movie is that, in a way, you’re paying to see a bunch of ads.

Entertainment research firm Concave Brand Tracking recently [identified](https://concavebt.com/product-placement-2021-movies-top-10/) every brand appearance and mention in the 50 most-watched movies of 2021. (Side note: that sounds like a fantastic job. *Anyway*…)

**Across these films,** 1.2k+ brands were highlighted, generating $2.7B in ad value, with the top 10 films accounting for ~55% of all value. More stats:

- **Ford** was in [39](https://concavebt.com/product-placement-top-100brands-in-2021-movies/) of these movies, but **Dell** saw the [most](https://concavebt.com/top-10-brands-in-2021-movies/) screen time.
- **Nike** had [$94m worth](https://concavebt.com/product-placements-top-10-in-2021-movies/) of airtime, just from *Space Jam: A New Legacy*.

In some cases, brands pay for product placements. For example, Heineken reportedly dropped **$45m** on this [7-second swig](https://twitter.com/TheHustle/status/1445782658768728064) in *Skyfall*.

In most, they’re mutual relationships: Films save money on props, and companies get exposure. Think, Reese’s in *E.T.*

**Learn more:** Our own Zachary Crockett [previously reported](https://thehustle.co/the-economics-of-movie-product-placements/) on the economics of movie product placements.

[View full post](https://hs-sbup.thehustle.co/news/04212022-movie-product-placements)

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