Goals and Objectives of Film Advertising Fundamentals of the Study: • Effectiveness of In-Film Advertising • Consumer and Advertiser Behavior towards In-Film Advertising Exploring Positioning Opportunities of the product offered by major Hollywood and Bollywood films, understanding their nature, the audience they serve and the benefits the industry is aiming for with respect to the product entered. Study Objective: • Test the effectiveness of brand positioning in films from both consumers and advertisers' perspectives. • Understand the advantages and disadvantages faced by both the producer and the advertiser.• Understand the factors considered by producers and advertisers while placing an advertisement in a film.• Understand the importance of proper product placement in films.• Analyze the scope and nature of product placement as currently done in Hollywood and Bollywood films. Significance of the Study: The industry offers a significant opportunity for strategically planned brand placements, but there is little academic research evidence on the effectiveness of brand positioning or consumer attitudes within Bollywood cinema to date. This research aims to provide an overview of current research on product positioning in Hollywood cinema with the aim of examining the lessons that can be learned by film producers and brand managers seeking to formalize product positioning strategy produced in Bollywood productions. Research Methodology: The research method for this paper is a mix of data collection and quantitative analysis. Quantitative analysis would involve collecting available statistical data from users and demographic details over a period of time, in this case November - December 2007. All questionnaires will be administered to 150 respondents. Data collection methods will also include interviews with marketers from different companies to gather information on their opinions on product placement in films. Secondary data would include analyzes of various films and published articles. Limitations: • Limited sample size • Responses might be subjective, so it would be difficult to quantify • Non-response error • Interpretation error EXECUTIVE SUMMARY The concept may not be new but it is definitely making its presence felt very strongly lately. In Hollywood this practice is quite old. The best example would certainly be James Bond. This series had so many products that it was actually dubbed an advertising film, from Aston Martin, BMW, OMEGA to Reid and Taylor. Exactly when this concept came into vogue in India is a little difficult to ascertain, but films like "Kya Cool Hain Hum" stand out, from the first song highlighting SPYKAR jeans to the presence of coffee chain CCD throughout movie.