Apple devices hogging Hollywood screen time

by Steven Mostyn - Feb 24 2011, 11:43

Considering the popularity of the iPad, the iPhone, and a whole host of Mac computers, it seems that—no matter where you look—there’s always an Apple logo in your eyeline these days.

And it’s not just prominently placed billboards, Microsoft-bashing commercials, tradeshow exposure, or the yo-yoing health of Steve Jobs that’s contributing to Apple’s increasingly overt placement in everyday lives.

For example, global brand consultancy specialist Interbrand has this week revealed that Apple shamelessly hogged more Hollywood screen time in 2010 than any other company where product placement is concerned.

According to Interbrand’s online arm Brandchannel, iPads, iPods and various other Apple-branded devices found themselves centre stage in a staggering 30 percent of last year’s top movies in the United States.

Of the movies surveyed—all of which made it to No.1 at the box office—Apple’s products appeared in the likes of Toy Story 3, The Other Guys, The Killers, Sex and the City 2, and controversial superhero adventure Kick Ass.

As a result, Interbrand has bestowed its not-exactly-coveted ‘2010 Award for Overall Product Placement’ upon Apple—a glittering gong that Jobs & Co. also secured in 2009.

In securing the award, Apple beat out solid challenges from the likes of Chevrolet, Ford and Nike, all of which shared second place with 24 percent product exposure.

The attainment of Apple’s latest award won’t come as a surprise to most avid film buffs, not least because the Cupertino-based outfit has been actively shoving its products before Panavision cameras for a solid decade.

Moreover, Interbrand has said Apple creations have featured in 112 of the 334 top box office movies since 2001.

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