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Old Feb 5, 2013, 10:21 AM   #1
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Apple Product Placement Reaches New Heights in Netflix Show 'House of Cards'




Engadget notes that there appears to be a somewhat extreme example of Apple product placement in an episode of the new made-for-Netflix show House of Cards.

The site points out that the shot shown above, occurring 31 minutes and 42 seconds into episode six, appears to show nine Apple devices between just two people.
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Just taking the devices that are angled towards Underwood, I count three iPads and three iPhones. The aide sitting across the desk adds two more iPhones and another iPad. I could potentially be wrong about a couple of those handsets, since they're in cases, but I've watched the scene in slow-mo they all look like iPhones to me. That makes nine Apple devices for two people, with each device powered on and burning its battery simultaneously.
The piece goes on to note that the main character, played by Kevin Spacey, uses an iMac as his main computer, while his wife also uses an iPhone.

According to an update on the original article, sources involved in the shooting of the scene shared that Apple provided a significant amount of free equipment for the show and that those devices were what happened to be available for a scene in which characters were monitoring multiple police radio feeds.

Apple's products have long been featured in movies and television shows, despite Apple's claims that the company does not pay for such placements. The company does, however, provide free devices for product placement, and Apple's popularity and design aesthetic have led many films and shows to take advantage of such offers.

House of Cards is the first program to be commissioned by the streaming movie and TV show service for exclusive broadcast on Netflix.

Article Link: Apple Product Placement Reaches New Heights in Netflix Show 'House of Cards'
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Old Feb 5, 2013, 10:27 AM   #2
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Very slick, Apple.

(And a great show, too. I'm enjoying it!)
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Old Feb 5, 2013, 10:30 AM   #3
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Next season it will be renamed "House of (iTunes Gift) Cards"
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Old Feb 5, 2013, 10:31 AM   #4
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It's pretty common to find that many apple devices on a desk. Doesn't stick out as much as if it was all Samsung.
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Old Feb 5, 2013, 10:32 AM   #5
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This is a great show! Highly recommended.
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Old Feb 5, 2013, 10:33 AM   #6
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It would appear the House of Cards directors have exceptional taste.
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Old Feb 5, 2013, 01:26 PM   #7
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It's pretty common to find that many apple devices on a desk. Doesn't stick out as much as if it was all Samsung.
What?
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Old Feb 5, 2013, 02:43 PM   #8
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What?
You are more likely to see someone have Apple brand devices across all their needs than Samsung or some other brand. I'm not saying many have that many devices on their desk, but they are gonna be Apple themed.
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Old Feb 5, 2013, 06:55 PM   #9
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Quote:
Originally Posted by applesith View Post
It's pretty common to find that many apple devices on a desk.
Yeah. I thought that 3 iPhones per person was fairly normal too. I guess that we're not within the potential customer base for this particular campaign.
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Old Feb 5, 2013, 07:32 PM   #10
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It seems to me that being an independent show on Netflix without any commercials, that the product placement for multiple brands and products is probably paid for, thus it's quite heavy. Off the top of my head here are some examples:

+Obviously the Apple placement (iphones, ipads, macs)
+Sony Vita (quite an obvious placement, "OH is that a PSP Vita? I have one of these, it's great, etc.)
+Call of Duty (or whatever video game it is that he is playing on his nice, big flatscreen, which I didn't even think to look at who made it)
+Blackberry (As mentioned, I'm not that far into the show yet, or I just haven't noticed.)
+Enterprise (He rents a really slick looking car from Enterprise. Once again, it could have been obvious, but I'm not actually studying the show; it's just another placement I had noticed.)

Subliminal advertising is pretty strong in this show. And because it's an internet based show, it doesn't have to follow the same regulations as one on cable.
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Old Feb 6, 2013, 03:28 PM   #11
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Yeah. I thought that 3 iPhones per person was fairly normal too. I guess that we're not within the potential customer base for this particular campaign.
yeah

Quote:
Originally Posted by applesith View Post
You are more likely to see someone have Apple brand devices across all their needs than Samsung or some other brand. I'm not saying many have that many devices on their desk, but they are gonna be Apple themed.
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Old Feb 5, 2013, 10:39 AM   #12
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Happens all over, the amount of samsung galaxy tabs i see on TV shows is madness.
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Old Feb 5, 2013, 10:40 AM   #13
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It's actually the second tv show Netflix has released. Lillehammer was the first.
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Old Feb 5, 2013, 10:49 AM   #14
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It really is a great show. I'm on episode 6 already. Kevin Spacey nails it. But the Apple product placement is too much. If they want this to be realistic, at least throw some other vendors in. Though I did see a union head throw what appeared to be a Blackberry against the wall in a hissy fit
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Old Feb 5, 2013, 10:54 AM   #15
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Even though I love Apple there are just too many of their products in this show. It almost feels like an Apple ad and they don't even bother covering up the logos like in other shows. To be fair they are not shy about other product placement as well, the way underwood (avid gamer) reacts to PS Vita is just outright advertising

btw the show is just fantastic all the way to the last episode - releasing the whole season in one day is another great thing about it
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Old Feb 5, 2013, 10:56 AM   #16
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Slow news day?
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Old Feb 5, 2013, 11:01 AM   #17
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Slow news day?
Slow comment day?
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Old Feb 5, 2013, 11:01 AM   #18
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This show was not a network show, so there was no network exec saying "you can't show any branded products unless we get cash for them!"

So, this is the first show in a long while that can just show their characters using technology without having to cover it up because the company didn't pay.

That's not product placement, it's the opposite. Product placement is when you pay for placement, which the networks want.

It's sad that this is what passes for "journalism" these days. Hyped up nonsense written by someone who knows nothing about technology or the industry (talking about engaget here.)
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Old Feb 5, 2013, 11:02 AM   #19
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Old Feb 5, 2013, 01:41 PM   #20
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Originally Posted by Formul View Post
Even though I love Apple there are just too many of their products in this show. It almost feels like an Apple ad and they don't even bother covering up the logos like in other shows. To be fair they are not shy about other product placement as well, the way underwood (avid gamer) reacts to PS Vita is just outright advertising

btw the show is just fantastic all the way to the last episode - releasing the whole season in one day is another great thing about it
I just saw this episode and I started laughing at how ridiculously obvious it is. It cost $50m for Netflix to produce one season of this show, so I guess they have little choice.
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Old Feb 5, 2013, 01:59 PM   #21
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Actually, I think it's the opposite about the product placement on House of Cards. I was commenting to my wife that they're pretty democratic on the devices. Yes, you see Macs and iPhones, but also Blackberries and Dells and other devices that are non-Apple related.

Usually when a show like this hits on a network, they're locked in with one vendor and they're pretty prominently placed. This show, it's all over the place.

Have you people even seen this show? Or are you only focusing on when you see a Apple product? You know, when I was a kid and we went on long car trips, we would count the number of Volkswagon Beetles you'd see on the road. Soon, it seemed that's ALL you saw because you'd be looking for them. Is that the case here? I mean, one of the main characters doesn't even use a Mac to write on. She has an iPhone, yes, but then again, so do a ton of people.

This is a non-story.
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Old Feb 5, 2013, 02:01 PM   #22
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This shouldn't be surprising considering David Fincher's involvement. He directed the 3G commercial (link). He directed Nine Inch Nails' "Only" video which was basically a MacBook Pro commercial (link). There was the Apple display being blown up in "Fight Club", which Apple approved. Even going back to 1990, Fincher had a Mac in "Cradle of Love" (link). There are likely more examples of Apple products in his work from over the years that I'm missing.

He obviously has an affinity for Apple products. Aside from being a great director, this is one of the main reasons I hope he is able to direct the authorized Steve Jobs film.
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Old Feb 5, 2013, 06:19 PM   #23
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btw the show is just fantastic all the way to the last episode - releasing the whole season in one day is another great thing about it
If you're in withdrawal, the BBC adapted the same book years ago.

Can't remember if there were any Macs in it.

You might think that you could download it from somewhere on the internet, but I couldn't possibly comment (or didn't that catchphrase make it into the US version?).
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Old Feb 5, 2013, 11:03 AM   #24
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Originally Posted by BornAgainApple View Post
It really is a great show. I'm on episode 6 already. Kevin Spacey nails it. But the Apple product placement is too much. If they want this to be realistic, at least throw some other vendors in. Though I did see a union head throw what appeared to be a Blackberry against the wall in a hissy fit
In many scenes, particularly later in the show, Spacey uses what looks like a blackberry (physical keyboard).

It's a different device for a reason that serves the plot elements of the show.

They don't need "Diversity" of placement ,tehy are being realistic.

Most people who have an iPhone use the iPhone all the time- so of course if the main character has an iPhone that's waht you'll see them using.
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Old Feb 5, 2013, 10:44 AM   #25
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Originally Posted by MacRumors View Post

House of Cards is the first program to be commissioned by the streaming movie and TV show service for exclusive broadcast on Netflix.
Try again, it is the second. You really need to learn to check facts.

Edit: I see JGIGS also noted the error in the "reporting."
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