We were watching The Goonies (1985) tonight and I noticed that in the initial scenes one of the characters is rather prominently holding a Pepsi in his hand.
I know product placement has been a marketing technique used in movies for a long time now, and I doubt Goonies was the first movie to do this -- but what was the first movie to truly popularize or highlight getting paid for placing a product in a movie?
Also, any historical background / context on product placement in movies, or movies that made notable early marketing deals which resembled product placement, is welcome.
I'm trying to understand how this started, since the future of advertising seems to be this seamless paid integration of products into plots, rather than separate ads.
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