Hidden advertising in film production industry: essence, types and classification

The article examines various aspects of hidden advertising in the film industry, its essence, types and classification. Research in the field of media economics allows the authors to reveal the mechanisms and ways of integrating advertising into film production. Special attention is paid to product placement as a form of hidden advertising. The types of hidden advertising are studied according to various criteria, including the degree of its integration into the plot, the type of advertised product, the method of placement, etc. The article examines the economic incentives for the use of hidden advertising by film production companies, as well as its impact on the audience perception and behavior. The article is of interest to researchers in the field of marketing, media economics and cinematography.