<P> Recognizable brand names appeared in movies from cinema's earliest history . Before films were even narrative forms in the sense that they are recognized today, industrial concerns funded the making of what film scholar Tom Gunning described as "cinematic attractions", short films of one or two minutes . In the first decade or so of film (1895--1907) audiences attended films as "fairground attractions" interesting for their then - amazing visual effects . This format was better suited to product placement than narrative cinema . Gurevitch argued that early cinematic attractions have more in common with television advertisements in the 1950s than they do with traditional films . Gurevitch suggested that as a result, the relationship between cinema and advertising is intertwined, suggesting that cinema was in part the result of advertising and the economic advantage that it provided early film makers . Segrave detailed the industries that advertised in these early films . In the 1920s, Harrison's Reports published its first denunciation of that practice over Red Crown gasoline appearance in The Garage (1920). </P> <P> A feature film that has expectations of reaching millions of viewers attracts marketers . </P> <P> In many cases no payment is made for product exposure and no promise of marketing support is made when consumer brands appear in movies . Film productions need props for scenes, so each movie's property master, who is responsible for gathering props film, contacts product placement middlemen agencies or product companies directly . In addition to items for on - screen use, the product / service supplier might provide a production with large quantities of complementary products or services . Tapping product placement channels can be particularly valuable for movies when a vintage product is required--such as a sign or bottle--that is not readily available . </P> <P> One of the earliest examples is The Garage, a Buster Keaton / "Fatty" Arbuckle comedy which featured the logo of Red Crown gasoline in several scenes (although there is no definitive proof that this product placement was paid for). Fritz Lang's Dr. Mabuse the Gambler (1922) contained a prominent title card in the opening credits reading "The gowns of the female stars were designed by Vally Reinecke and made in the fashion studios of Flatow - Schädler und Mossner ." </P>

Do movies have to pay for product placement