PRODUCT PLACEMENT APPLICATIONS IN INTERACTIVE MOVIES ON NETFLIX: A CONTENT ANALYSIS

Authors : Seden Sundurdu

Pages : 59-79

Doi:10.58635/ufuksbedergi.1829554

View : 67 | Download : 236

Publication Date : 2025-12-31

Article Type : Research Paper

Abstract :This study examines product placement practices in interactive movies that have become popular via streaming platforms and approaches the subject from a critical perspective. The aim of the study is to investigate how interactive movies are used as a new advertising medium. This study seeks to answer the question by examining Netflix’s original interactive movies Black mirror: Bandersnatch and Unbreakable Kimmy Schmidt: Kimmy vs. the Reverend. In the research, the movies were examined using content analysis. First, product placement categories were created to be used in content analysis, and then the movies were analysed according to these categories. Some of the findings of the research were as follows: In the analysed movies, 291 product placement applications were identified. Active strategies were used more in product placement applications. It was found that the most placed products in the movies usually belonged to specific brands, and some of those brands have partnerships with Netflix. Interactive narrative directly affected the frequency of product placements.
Keywords : Ürün Yerleştirme, İnteraktif Filmler, Akış Platformları

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