Apple deemed top of movie product placement charts

LOS ANGELES Tue Feb 22, 2011 2:21pm EST

The Apple Inc. logo is seen in the lobby of New York City's flagship Apple store January 18, 2011. REUTERS/Mike Segar

The Apple Inc. logo is seen in the lobby of New York City's flagship Apple store January 18, 2011.

Credit: Reuters/Mike Segar

LOS ANGELES (Reuters) - Apple was deemed top of the product placement charts on Tuesday after getting its computers, iPads, iPods and other items featured in 30 percent of the top movies at the U.S. box office in 2010.

But the single movie with the most placements was "Iron Man 2" -- which featured 64 identifiable products, according to Brandchannel, the website of global brand consultancy Interbrand.

Brandchannel said it identified 591 brands or products in 33 films that reached No.1 at the box office in 2010, an average of 17.9 per film. This was a slight increase from the 17.5 per film average of 2009.

Apple had roles in movies last year ranging from "Kick Ass" to "The Other Guys" and "Toy Story 3." Total Apple product placements beat those of runners-up Chevrolet, Ford and Nike.

Apple was given the Brandcameo award for Overall Product Placement, which goes to the brand that makes the most discernible appearances in No.1 films at the U.S. box office that year.

Apple, which also came top in 2009, capped a decade in which its products appeared in one-third of 334 films that reached number one status at the U.S. box office.

Handgun maker Glock was given a lifetime achievement award for its presence in action movies.

Brandchannel said the handgun had grown from a mysterious foreign firearm in movies like crime thriller "Johnny Handsome" in 1989, to a common on-screen co-star in action films like "Salt," "The Other Guys," and "The Town".

(Reporting by Jill Serjeant, editing by Christine Kearney)