"The Great Gatsby" a product placement blockbuster

May 03, 2013, 5:14 PM EDT
Actor Leonardo DiCaprio attends the 'The Great Gatsby' world premiere at Avery Fisher Hall at Lincoln Center for the Performing Arts on May 1, 2013 in New York City.
Getty Images/Stephen Lovekin

The latest movie version of Fitzgerald's classic novel bursts at its Prada- and Brooks Brothers-tailored seams with premium products. Some luxury brands created not only pieces for the film but also product lines insipired by it, the latest and most pronounced example of how product placement is becoming intergrated into artistic works to an unprecedented extent, how luxury brands build multichannel marketing campaigns around it and how film producers see such promotional collaborations as an ever more significant source of financing.