Product Placement Hits Broadway

Even stuffy, upper crust Broadway isn't immune to product placement as recently illustrated in a deal between Neil Simon's Sweet Charity, starring Christina Applegate, and tequila maker Jose Cuervo for its Gran Centenario brand. Simon approved a script change to incorporate the brand into the dialog. The brand logo will also appear in set and ads will be placed in the playbill. New York-based Bridge to Hollywood/Broadway put the deal together. Bridge to Hollywood/Broadway has previously brokered product placement deals for appearances in Thoroughly Modern Millie and Raisin in the Sun. What are readers thoughts on product placement in Broadway shows and product placement in general? Over the top marketing insanity or standard modus operandi?

by Steve Hall    May-23-05   Click to Comment   
Topic: Product Placement   

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You follow the world of advertising. Since we read you, so do we. Why would any of us find this at all surprising? What about this situation is at all separate or different from anything else that marketers have co-opted?

Posted by: Dan on May 23, 2005 12:49 PM

I'm not particularly thrilled with product placement in old musicals, but I'm totally perplexed, and perhaps a bit dismayed, at the premise that Broadway is somehow "stuffy" and "uppercrust." It's pop culture. Don't you guys ever get out to see a show?

Posted by: mcp on May 23, 2005 1:16 PM

Dan, I'm not surprised at all and don't believe I said I was. I'm just curious what others think.

And mcp, no, we are glued to our chairs researching and reporting on all things advertising 24/7 so you don't have look for it yourself but perhaps a break might be a good thing:-)

Posted by: Steve Hall on May 23, 2005 3:18 PM