Apprentice 2’s “innovative, new, fun way of selling” can cost companies $2 million.

Apprentice 2’s “innovative, new, fun way of selling” can cost companies $2 million.
The relentless product placement on The Apprentice 2 transcends ordinary product placement, as “entire episodes have been built around” individual companies and products, the LA Times reports. The paper says “companies are paying ‘product integration’ fees of up to $2 million to put their goods center screen, plus in some cases hundreds of thousands more to buy ad time from NBC. That money buys them a large measure of control over how their products are portrayed.” The report details M&M Mars’ involvement in last night’s episode, from the refurbishment of an unused factory for filming to the nature of the challenge. Executive producer and creator Mark Burnett says all of this is “an innovative, new, fun way of selling. … The show is entirely about entertainment. … ‘The Apprentice’ is supposed to be about business, so it’s very appropriate to have these big companies with name brands testing these young guns who want to make it big.”

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about the writer

Andy Dehnart is a journalist who has covered reality television for more than 15 years and created reality blurred in 2000. A member of the Television Critics Association, his writing and criticism about television, culture, and media has appeared on NPR and in Playboy, Buzzfeed, and many other publications. Andy, 36, also directs the journalism program at Stetson University in Florida, where he teaches creative nonfiction and journalism. He has an M.F.A. in nonfiction writing and literature from Bennington College. More about reality blurred and Andy.