TRENDS IN VIRTUAL PRODUCT PLACEMENT IN MOVIES: A CASE OF PRODUCT PLACEMENT BETWEEN NASA AND STAR TREK FILMS

Abstract

With a massive boom in technological revolution, traditional product placement has transformed into Virtual Product Placement (VPP), allowing computing software to digitally insert image of a specific product or brand into media content such as movies or television shows in post-production stage. Although in terms of consumer targeting this technique has positively contributed to brands, broadcasters and studio productions but the evolution of virtual technology does not come without legal, marketing or ethical loopholes. This case study is focused on how the Star Trek: Into the Darkness and its image is strongly associated with National Aeronautics and Space Administration (NASA) and their vision that utilizes using a particular form of virtual product placement.