Apple 'outstrips' all brands at box office
Apple may not sell the number-one personal computer, but it does lead in one important metric of consumer culture: movie product placement.
"Apple products appeared in 30% of all films that were number one at the US box office in 2010, outstripping product placements by any other single brand," the brand-trackers at Brandchannel  reported on Tuesday in the tenth annual Brandcameo Product Placement Awards .
Brandchannel mentions only one number-one film that contained Apple products – the critically reamed Sex and the City 2 , but it does call out a full fifty 2009-2010 films in which Apple kit appeared but which didn't make it to number one in the US, including such cinematic masterpieces as Dinner for Schmucks , Sorority Row , Vampires Suck , and Road Trip: Beer Pong .
Although Apple handily beat tied-for-second-place Nike, Chevrolet, and Ford in product
pimping placement, its lead is slipping. In 2009 it appeared in 44 per cent of number-one movies, and in 2008 it peaked at almost 50 per cent: 20 of 41 of that year's top flicks featured Apple products.
Other non-Apple product-placement news from Brandchannel:
- Iron Man 2  had the most branded products appearing onscreen – 64 – an achievement that Brandchannel called "a veritable brandstravaganza."
- Glock handguns appeared in a full 22 of 2010's number-one flicks, a stat that may say more about the American love affair with lead-spitters than it does about the savvy of Glock's marketing department.
- 2010 was a down year for product names appearing in movie titles, with the only two contenders being the misspelled I Love You, Phillip Morris  and the somewhat questionably included Elektra Luxx . The Reg yearns for the greasy glory days of Harold & Kumar Go to White Castle .
Apple's lead is understandable. Love the company's products or hate them, there's no denying that they're associated in moviegoers' minds with the hip and stylish – and with the meteoric rise of the photogenic iPad, The Reg predicts that Apple kit will fare even better in 2011's Brandcameo Product Placement Awards.
And – just possibly – some enterprising scriptwriter is at this very moment shopping a high-concept treatment around Hollywood entitled "Woz 3D". The mind reels. ®