Dr. Tim Dewhirst
Dr. Tim Dewhirst

Gordon S. Lang School of Business and Economics marketing professor Dr. Timothy Dewhirst reflected on the use of product placement in movies following the 40th anniversary of E.T. the Extra-Terrestrial in a Toronto Star commentary.

Advertising for Reese’s Pieces in E.T. represented a turning point in movie product placement, noted Dewhirst. He added product placement is now a major source of revenue for producers and helps sets look more realistic to their audiences.  

A senior research fellow in marketing and public policy in the Department of Marketing and Consumer Studies, Dewhirst researches marketing and society and public policy, and brand strategy.