New Technology May Make Retroactive Product Placement A Reality

Music Industry Wire has an excellent wrap-up of a recent California Copyright Conference panel on brand placement in music and entertainment. Aside from running an inventory on the possibilities and perils of brand partnership, the panel also took a look at the future of product placement. For instance, did you know that the next frontier for product placement might come from movies that were filmed before the practice came mainstream? Thanks to computer graphics, retroactive product placement can put products in rebroadcasts of old films and television shows, Rolfe Auerbach is CEO of Brand in Entertainment (BiE), told the audience. Read more at Music Industry Newswire.