Highly prominent product placements tend to benefit from 3D movies, while placements with low prominence lose out

Two new studies have investigated product placements in two Hollywood movies. Volunteers watched the Hollywood movies as either a 2D, a 3D, or a 4D version (the 3D movie with added scent). Researchers subsequently recorded the extent to which the volunteers were able to recall and recognize the brands placed in the movies. In doing so, they distinguished between products placed in a prominent and those placed in a subtle manner.