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Product placement derives its energy and vitality from the Canadian film and TV industry. Without production, there would not be a product placement industry in Canada. Together, American and Canadian productions generate total revenues of $4 billion annually, employing over 50,000 people.
Since pioneering product placement in Canada in 1985, I have witnessed extraordinary growth in the industry and an incredible increase in the quality of projects. We have been pushed into the international spotlight by quality television programs including Omerta, Made In Canada, DaVinci's Inquest, The 11th Hour, Trudeau, and feature films like Men With Brooms. These shows are a long way from the less sophisticated TV fluff of the late 1980s that gave us Check it Out and Dear Aunt Agnes.
Canada has played host to as many as 100 American projects annually, from the Academy Award-winning Chicago, to My Big Fat Greek Wedding to the TV series Queer as Folk. MMI was responsible for placing a vintage Canadian Club gate bottle, circa 1908, in the film Chicago, which was used by actress Queen Latifa to pour a drink in one of her prison scenes. And in My Big Fat Greek Wedding, two Visa decals were placed on the front window of the...