Illustrating a systematic approach to selecting motion pictures for product placements and tie-ins

Previous literature has inadequately facilitated the systematic selection of motion pictures for promotional actions. By contrast, in the present illustrative application, single-source data on movie attendance and on consumption in Spain permit the examination of a film’s suitability for promoting a product by considering the match between attending the film and consuming the relevant good or service. The illustration investigates how such suitability is predicted by movie characteristics (storyline content and country of origin) to the end of identifying what types of film best fit various product categories.