Michigan products star in summer blockbusters

For the Hollywood, summer is one of the most lucrative seasons of the year. For Michigan products, it?s an opportunity to get great product placement deals.

In ?The Proposal,? Sandra Bullock is match with Ryan Reynolds as two unlikely lovers. In their office, the beautiful desks and chairs were provided by a renowned Michigan-based chair manufacturer, Haworth Inc.

And we all know how Michigan autos dominated the screen in the Transformers sequel.

Why are movies flocking to Michigan? The answer is simple. There is an existing incentive package for these studios and movie producers. Films shot in Michigan can get up to 42 percent worth of tax credits of movie making expenses, giving local and state companies the Hollywood spotlight.

?Certainly it gives Michigan-based companies more access to opportunities,? commented Scott Watkins, a senior consultant with the Anderson Economic Group.

He said that the package is great because it gives opportunities on both sides of the camera. This leads to better relationships between the film industry and local companies.

?Product placement in movies and television is a fast-growing sector in the advertising industry, and often costs nothing for the companies angling to feature their brands,? writes Jaclyn Trop from The Detroit News. And more often than not, these product placements leave a stronger impression to the consumer compared to traditional advertisements.

After the release of The Proposal, Haworth has received several inquiries about is orange Zody chair, the one that was featured in the film. 

?It [product placement] gives dealers something to talk about with customers,? says Fred Van Dyke, brand manager for seating at Haworth.

?The goal is to create an association between this high-end, iconic beautiful chair and professional work environments,? commented Julie Weinhouse, a principal at a marketing firm. ?It credentializes it. It’s art imitating life."?

Source: The Detroit News