Produktplacering i svensk film i jämförande internationellt perspektiv
Product Placement in Swedish filmThe Carl Hamilton film seriesMän som hatar kvinnorThe Girl with the Dragon TattooJames Bond?Bond-placering?Advertising
I will write about product placement in film from a Swedish point of view. This entails writing about Swedish films with different types of product placements, not only how they are done but also discuss how they succeed from a sales perspective. In my earlier work I have written about the product placement of watches. In this thesis I focus on the film series about the Swedish agent Carl Hamilton, since here you can see how Swedish film has developed during the past 30 years with regard to product placements. Both world politics and the concrete placements are illustrated in a clear way. In such an international context it is also of value to compare recent Hollywood remakes of a Swedish film, in this case Män som hatar kvinnor that was turned into The Girl with the Dragon Tattoo. Both are based on the same book by the Swedish author Stieg Larsson, Män som hatar kvinnor.