Noting that "the value of getting a product into the hero's
hands is good business, even if the hero is fictional,"
GOLFWEEK's Jayne Hynes examines golf equipment makers' product-
placement efforts in recent films. Focusing on "Happy Gilmore"
and "Tin Cup," Hynes reveals some companies, such as Odyssey and
Cobra, hire firms (which charge from $5,000-50,000) to handle the
"ins and outs" of getting on screen. Others, like Taylor Made,
have in-house managers who develop relationships with studio
personnel. Industry sources say Taylor Made spent "at least"
$50,000 to market and co-promote "Tin Cup" with Warner Bros. -- a
deal which will allow its products to be well placed in the
movie. Michael Hollon, Taylor Made Marketing Manager of Product
Placements, said most involvement was in print, with in-store and
point-of-purchase also present. "Tin Cup" Co-Producer Gary
Foster: "You might earn anywhere from $5,000 to $75,000 from a
product placement fee, but that's not as valuable as getting a
company like Taylor Made to help us advertise and market the
picture" (GOLFWEEK, 7/20)
