ESSAY: Product Placement- The Business for Your Eyeballs

[Frank W. Baker]

"While in pre-production for the 1982 film “E.T.-The Extra Terrestrial,” producers approached the makers of M&Ms about giving the popular candy a prominent role in their upcoming film, but the company refused. So as everyone knows, Elliot places “Reese’s Pieces” on the ground to attract his new found alien friend. Not only was the film a huge box office hit, but millions of candy lovers discovered the candy too, and its sales skyrocketed. So began the contemporary product placement era."  This is another one of the occasion essays I have authored for USA TODAY's TEACHER's LOUNGE.