From Space Missions to Screen: Analyzing Virtual Product Placementin the NASA-Star Trek Collaboration
Year: 2024
Type: article
Abstract: The rapidly advancing technology has led to the evolution of traditional product placement into Virtual Product Placing (VPP), a technique that use software to digitally include images of specific products or brands into media output, like as movies or television shows, during the postproduction phase.While such virtual technology offers significant benefits to marketers, broadcasters, and production businesses in terms of consumer targeting, its implementation is not devoid of legal, marketing, and ethical concerns.This paper examines the relationship between the 2013 film Star Trek: Into Darkness and the National Aeronautics and Space Administration (NASA) and its vision through a case study methodology in the film and media industry.Within its narrative, the film emphasizes NASA's image by implementing a specific form of virtual product placement.Furthermore, examined in this paper are the consequences and implications of virtual product placement in ethical, legal, and marketing domains, as well as potential avenues for the advancement and incorporation of this strategy.Through the use of a qualitative approach including in-depth analysis of the movie material, this work generates more comprehensive insights.The use of virtual product placement in films such as Star Trek: Into Darkness demonstrates how the advanced incorporation of brand and CGI technology further complicates the intersection between product placement and the film production process.
Source: Mediaobrazovanie
Authors: Ibtesam Mazahir, Yuyun Surya, Nimas Wibowo
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4405778472