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Top1. Introduction
Worldwide, prodigious nature of Hollywood movies/films is fundamentally affecting the viewer attitude and behavior (Song, 2018). The most conspicuous impacting nature of American culture enter to numerous nations on the planet via movies, many countries are adopting the living life style of American which is influenced through the mass media or Hollywood movies culture thus, China is among the countries where youth are influenced of Hollywood movies. (McKechnie & Zhou, 2015; Song, 2018). The Hollywood box office in china has touched almost to USD 9 Billion (Song, 2018). Song (2018) reported that 10 cinemas added every day and forecasted number of movies screen 80337 end of 2021 which is about 6 times higher to year of 2012 in china. The movies culture is widely- spreading among chines till 1.45 billion chines visited the cinema in 2017 for watching movies. The trend of watching Hollywood movies among the chines youth is grown. Rising interest and changing behavior among individuals to watch Hollywood films and in the outcome youth are very much prejudiced by their favorite celebrity when placing product in the movie. In the movies celebrities intended to use the world brands intentionally or unintentionally will leave impact on the viewer brain which is later on effect on the behavior toward purchase intention (Kripalani, 2006; Farah et al., 2018). At the beginning of 21st century, commercialism and advertisement become significant part to the any mass media whether it’s the news agency or film industry. Consequently, to access to the large audience globally Hollywood started to accept the product placement from the global brands in the hands of their celebrities (Lehu and Bressoud, 2008; Karniouchina, 2011). In the result, global brands sales increased in many parts of the world.
Product placement in the Hollywood is defined by Balasubramanian (1994) “a hybrid message- with an aim to influence the behavior of audiences in the movies through entry of a branded product in the movies”. Maynard and Scala (2006) stated product placement is the paid message or advisement played by the celebrity in the movie without acknowledging the product itself. Moreover, this is the form of marketing strategies and which is performed in the movies. Hollywood is the most popular movies channel all over the world, audience from the almost every country watching the movies and found interested toward the product seen in the movies, through natural human behavioral process which is leading cause for the purchase intention. Purchase intention is highly depended on the behavioral control of the individual (Farah et al., 2018).
Generally, brands will advertise their product commercially but their product placement or brands representation in the Hollywood movies is unique concept (Lehu and Bressoud, 2008). The reason is Hollywood is the most dominated and watched movies in the world and each film released on through the Hollywood will display across the world, huge audience will see the movie compare to the product advertisement in the local commercial media channel the international brands prefer from the Hollywood movies (Homer, 2009). Hollywood motion pictures completely or in part supplanted locally produce films in numerous nations of the world. Hollywood motion pictures discovered more well-known and focal point of fascination particularly among the young. There had been many explanations behind Hollywood predominance in the worldwide market. One of it is that Hollywood being a worldwide brand. It has been outstandingly effective in entering the film markets of different nations. Along these lines, the idea of item position turns out to be extremely normal being used since the beginning of shading screen innovation. In the beginning of movement films, 1890s the idea of notice was utilized however the idea of item arrangement was followed in 1982 (Segrave, 2004, p. 51)