By Doug Zanger

After 25 years in the entertainment business, Glenn Gainor, head of physical production at Sony Pictures Screen Gems, knows plenty about great films and stories. He also knows what it takes to create successful integration for brands — and points to the seminal ET/Reese’s Pieces hookup as the gold standard of integration.

A big thing to think about is how brands work within the framework of a story to keep the audience in the film and not take them out of it. For instance, if the audience sees a product that they are not familiar with, it can be Read full story ›

Source: The Drum