Analyzing Determinants of Product Placements in the Movie 'The Internship’

A Hollywood movie entitled 'The Internship', which was released in the year 2013 is known for its accurate portrayal of a world leading information technology company, located in Silicon Valley, California, USAThis paper intends to find out how far the audience received the company-endorsed messages. The research was conducted in three steps, the first one involved a movie showing, after which the students needed to finish submit a resume assignment about what message they received from the movie. The second step was to spread the questionnaire to 100 students, containing indicators from product placement theory. The last step was analyzing the data using factor analysis to find out what determinants are the most influential in keeping the viewers' interest and to find out whether the movie was enough to show the true conditions of the company.