Modern product placement began with E.T.’s Reese’s Pieces scene

Evidence

Spielberg is often credited with creating the first smash hit of a new blockbuster era with Jaws (1975), through a combination of pre-sold property, marketing blitz, and wide release. His E.T. the Extra-Terrestrial (1982) featured a young boy coaxing an alien out of hiding with a trail of Reese’s Pieces, tripling sales of the candy; according to Campaign, the marketing magazine, this was when “modern-day product placement began.” — Andrew deWaard, Derivative Media, 404

Spielberg is often credited with creating the first smash hit of a new blockbuster era with Jaws (1975), through a combination of pre-sold property, marketing blitz, and wide release. His E.T. the Extra-Terrestrial (1982) featured a young boy coaxing an alien out of hiding with a trail of Reese’s Pieces, tripling sales of the candy; according to Campaign, the marketing magazine, this was when “modern-day product placement began.” — Andrew deWaard, Derivative Media, 404

Categorization

• SHARE: The E.T./Reese’s Pieces origin story of product placement is narrow and specific enough to send to someone interested in advertising or media history.
• CANDY: E.T. tripling Reese’s Pieces sales through product placement is a light, fun fact anyone can enjoy.
• corroborated: 2 independent passages support this claim — Andrew deWaard, Derivative Media: How Wall Street…, 404