EXCLUSIVE: Virtual product placement (VPP) could be set to become big business for entertainment companies — and it’s the golden oldies that are going to drive it.
That’s according to a new report from insights firm Radicale sponsored by VPP firm Ryff, which estimates the total opportunity to make addressable revenues from feature films and TV series libraries in the U.S.
is $6.6BN, with legacy titles like NCIS and Friends the best suited for exploitation. In practice, VPP sees paid-for products and brands placed into shots in post production — effectively an alternative to traditional advertising, but despite having been around for a while now hasn’t yet really taken off.
Should that change, Paramount, Warner Bros Discovery, Disney, NBCUniversal and Netflix could be among the biggest winners, Radicale’s research claims.
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