APPLICATION OF PRODUCT PLACEMENT THEORY IN THE FILM "BICARA" ON HOW FILM PRODUCTION CAN BE IN ACCORDANCE WITH THE AVAILABLE DESIGN AND BUDGET

Abstract

Product placement and integration is most effective when it creates a natural environment by displaying products and services in the situations in which they normally appear. According to Russell, there are three dimensions of product placement, namely visual which refers to the appearance of the product on the screen; auditory dimension which refers to the verbal mention of the brand by the players; and plot connection which refers to the relationship between the product and the story line The writer fulfilled the research purposes in the production of the film Bicara by including Cengkerama café in the final result of the film. In addition, because Cengkerama café provided the setting location for the film Bicara, the writer obtained a good return based on the available design and budget.