Better Branding on the Big Screen: How the Marijuana Industry Could Use Product Placement to Increase Public Support

Abstract

Reefer Madness is often credited for spreading anti-marijuana sentiment across the country. Could modern movies depicting marijuana have the opposite effect? This paper asks whether film can influence our opinions on marijuana use and legalization. If movies do have a persuasive effect, the marijuana industry may seek to utilize film as a way to build public support. One method for doing so would be product placement. This paper discusses potential strategies the industry could use to implement product placement, as well as the legal and industry barriers that could prevent or minimize the industry’s ability to engage in the practice. However, a measured approach to product placement could be a viable persuasive tool for the industry.

Keywords: product placement, film, persuasive effect, marijuana, branding, commercial speech, movies