How the coffee chain It's A Grind got a recurring role on Showtime's Weeds for the price of fresh-brewed coffee, and what restaurant brands should expect from product-placement deals.
“The day or so before filming, if they don’t have a brand, they will ask ‘can you get us free soda’ or whatever brand they need. From a product standpoint, you take a chance of a competitor purchasing the placement. Those free deals don’t come around very often.”
“When we get a new client, we ask, ‘What is the goal?’ Do they want to put more people in seats? Do they want to increase franchises? Are they looking to increase business in certain demographics or areas?”
“And whatever the goal is, it’s important that the company’s Web site communicates that goal. Because what we’re finding is consumers get online to research products they viewed on film or television.”
“They (filmmakers) want those chains that have strong brand recognition and will bring in an audience. Right now, the major filmmakers are very interested in working with large chains.”
