Product Placement In The Film Industry – How Even Small Companies Can Advertise In Feature Films

The film industry has long been considered the exclusive domain of large corporations and global brands. Companies such as Coca-Cola, Mercedes and Rolex rely on expensive product placement to place their products in successful films. However, smaller and medium-sized companies can also become part of the movie’s world – not only through advertising, but also through direct participation in their projects.

In the late 1990s, FIMA was the first film financing model to connect business and the movie industry in a new way: Companies invest in film productions and in return receive not only opportunities for returns, but also advertising placement opportunities, behind-the-scenes insights or even guest roles in the film itself.

In addition to financial benefits, this creates networks and innovative opportunities for brand positioning. This is exactly where FIMA comes in again and makes the decisive difference. “With us, an investment is not a one-way street where the money simply disappears after placement – like a TV ad that is broadcast once and then fizzles out. Instead, FIMA not only guarantees 100% tax deductibility of the full investment, but also a share of the total sales of the rights to a film project. This turns an investment into a real opportunity for sustainable success.

Movies as an economic catalyst

Cooperation between companies and the film industry goes beyond traditional advertising. Participation in their productions opens up opportunities that go far beyond mere visibility. Companies gain access to one of the most creative industries in the world and can present themselves as modern, culturally engaged brands – an advantage that is becoming increasingly important in times of storytelling and authentic communication.

A family-run fashion company from southern Germany, for example, invested in a national cinema production. In addition to the financial investment, the company name was mentioned in passing in the movie. The company was also allowed to visit the set with customers and employees and use exclusive material for its own marketing purposes. The benefits were manifold: a subtle but effective presence, a strengthened network in the film industry and creative collaboration for image building.

Why film is a convincing business platform

Current figures prove the economic attractiveness of the film industry: According to the Motion Picture Association, the global film and streaming industry generated revenues of over 328 billion US dollars in 2023 – with further growth in sight. Streaming platforms in particular are driving demand for new content and thus creating new opportunities for companies to position themselves in a culturally relevant environment.

Financial participation in movie productions offers several advantages:

• Networks and contacts: Access to exclusive events, premieres and meetings with industry experts fosters valuable business relationships.
• Image and brand positioning: Working with a creative industry enables authentic positioning beyond traditional advertising.
• Tax advantages & potential returns: In all EU countries, investments in FIMA projects are immediately and fully tax deductible, significantly reducing risk while increasing opportunities for returns.
• Exclusive content: Companies can use film material for social media, advertising campaigns or PR.

Unobtrusive presence instead of classic product placement

Traditional product placement is often expensive and easily recognizable to viewers. Investments in movies offer more subtle alternatives. Companies can provide filming locations – from cafés and workshops to modern offices. Production companies are constantly looking for authentic backdrops, and companies that offer their premises often receive a mention in the credits or a natural inclusion in the plot.

The provision of props also offers opportunities. Whether drinks, furniture or accessories – film productions require numerous items to bring scenes to life. Companies that approach production companies in a targeted manner can thus secure an unobtrusive placement of their products. Another example is the possibility of providing services as support. Catering for the actors and the crew, transportation logistics or technical equipment are essential components of a production. Companies that offer solutions here can position themselves as partners and benefit indirectly from the film industry.

Business and culture as a model for the future

The connection between business and movie production will become increasingly important. At a time when traditional advertising is losing its impact, companies are looking for new ways to present their brand authentically. The movie industry offers a platform that not only creates emotional connections, but also enables new business models.

Whether through investments, set locations or discreet product placements, companies are finding many creative ways to profit from the film industry. The advantage is obvious: they gain cultural presence and open up networks that extend beyond their own industry.

Ultimately, the strategy is decisive: those who recognize early on that film projects are not only attractive for corporations, but also for SMEs, will secure a long-term advantage. It’s not just about visibility, but also about the creative potential that arises when business and culture come together.

Author’s CV::
Over 25 years ago, FIMA FIMA was already setting new standards in the film industry – from innovative financing concepts to the realization of spectacular film projects. Today, film producer Jimmy C. Gerum and management consultant Marc Eisinger combine creative visions with economic foresight to create unique opportunities for investors, filmmakers and companies.

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