INTRODUCTION “The Value of Product Placement in Blockbuster Movies: An Event Study Analysis” is a July 2009 article in the Journal of Marketing written by Michael A. Wiles and Anna Danielova. The article discusses the results of an event study designed to show the relationship between blockbuster films of 2002 and the stock prices of participating companies. HYPOTHESES Researchers discuss the results of previous research conducted by other researchers. From their study of previous results, the researchers derive six hypotheses. H1: Film product placement is positively associated with a change in company market value. (Wiles & Danielova, 2009, p. 46) The researchers' hypothesis implies a general belief that product placement in highly successful films will actually generate an increase in company inventory. Researchers believe that other factors present in the film also influence the situation. These factors include: tie-in publicity, brand equity, audience absorption, critical acclaim, and cinematic violence. From these factors, further hypotheses are generated. Promoting the product in the film, before the actual release of the film, increases the familiarity of the product and the likelihood that the viewer will recognize the product during viewing. This recognition causes the viewer to begin to unconsciously associate the product with the film. Additionally, this form of advertising shows that the company trusts the film enough to be associated with the film. This is an investment in the product and the film. The researchers believe that this appears to have a positive impact on product value, leading to the second hypothesis: H2: The value of product placement in blockbuster films is positively related to the presence of tie-in advertising. (Wiles & Da... middle of article... perfect prices, because there are very few buyers or sellers in the market at that time for whatever reason. CONCLUSION The researchers were able to make specific hypotheses about the results of their findings Predictions included the existence of a positive correlation between a company's stock price and the success of a film, the brand value of the product and related publicity; a negative correlation between violence, critical acclaim, and film absorption The researchers provided strong support in their findings to prove their hypotheses. the circumstances surrounding this placement can greatly influence the magnitude of the return Works CitedWiles, MA and Danielova, A. (2009). . Journal of Marketing, 73 (July).), 44-63.