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 a study designed to show the relationship between the highest-grossing films of 2002 and the stock prices of participating companies. HYPOTHESES Researchers discuss the results of past research by other scholars. From the study of the previous results, the researchers derived six hypotheses.H1: Film product placement is positively associated with a change in the market value of the company. (Wiles & Danielova, 2009, p. 46) The researchers' hypothesis implies a general belief that product placement in high-grossing films will actually generate increases in companies' stocks. The researchers believe that other factors present in the film also influence the situation. These factors include: tie-in advertising, brand equity, audience uptake, critical acclaim, and cinematic violence. The other hypotheses are generated from these factors. Promoting the product in the film, before the actual release of the film, increases product familiarity and the likelihood that the viewer will recognize the product while watching. This recognition causes the viewer to unconsciously begin to relate the product to the film. Furthermore, 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 hypothesis two: H2: The value of product placement in blockbuster films is positively related to the presence of related advertisements. (Wiles & Da......middle of paper......perfect pricing, as there are very few buyers or sellers in the market at that time for any reason. CONCLUSION The researchers were able to accurately guess the results of their findings included that there was a positive correlation between a company's stock price and the success of a film, the value of the product's brand, and related publicity, and a negative correlation between violence, critical success, and absorption of the film .The researchers provided strong support in their findings to prove their hypotheses. It has been shown that there is value in product positioning. However, the circumstances surrounding that positioning can greatly influence the importance of performance. M.A. and Danielova, A. (. 2009). “The Value of Product Placement in Blockbuster Films: An Event Study Analysis,” 73 (July 2009).), 44-63.