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Stealth Advertising in the Entertainment Industry

Why is product integration becoming a common practice these days? Because producers and

advertisers recognize its enormous economic potential, and because they are willing to lower

decades-old standards on what is deemed acceptable creative content in order to reap these

rewards.

Last year, the use of products in filmed entertainment was up 44 percent, and generated

revenues in excess of $1 billion. In television alone, product-related revenues skyrocketed a

whopping 84 percent. Much of this increase came from lucrative product integration deals.1

For example, during the third season of The Apprentice, Burger King, Dove Body Wash,

Sony PlayStation, Verizon Wireless, and Visa all reportedly paid upwards of $2 million per

episode to have their products incorporated into plot lines. For its money, Burger King got

contestants who wore Burger King uniforms, tried to devise taglines for Burger King

products, and flipped burgers as part of their Apprentice challenge.

Advertisers understand that the emotional connections viewers have with shows and their

characters can be used to motivate viewers to buy their merchandise.

For those of you unfamiliar with the sport of endurance horse racing here is a bit of information that may be of interest:

Horse racing over long distances and great lengths of time is as old as man’s use of the animal.  However, Endurance Horse riding/racing became an organized horse riding sport in the U.S. as recently as 1955 with the running of the first Tevis Cup race.  Since then it has grown to hundreds of races in the North American Continent and around the world.  These races vary in distance from 25 to 100 miles of riding in a single day.  Because of the variety of terrain, novice to seasoned riders and horses as well as sponsors, the opportunity for a wonderful outdoor experience remains endless.

THE FIGURE OF EIGHT MOVIE, is a fictional story which ultimately takes the viewer to a wondrous, 200 mile, two day, horse endurance, winner take all ride in the northwestern United States .  The competitors are international in scope but the real story revolves around the tensions between a recent widower and his evil arch rival since childhood.


Please read the SYNOPSIS for a more complete story explanation.

english tack