Under the term ''product placement'' we refer to placing or more specifically the integration of product or brand in a movie or TV content. This paper reflects on the historical development of product placement and on the fact that this method was created in the same time like the film industry and that it has become very common and popular form of advertising. More than 1.000 marketing agencies that use product placement in films, as one of the main ingredients of marketing mix, and multinational corporation who through films subtly promote their products, brands, concept and ideas in a way that they blend and become one with the story, represent hidden advertising technique which has developed from radio to TV screens and has continued its campaign on big screens with continued development plan. By using the questionnaire, the awareness and the opinions of the subject had been explored. The analysis was conducted on 103 respondents. In addition, a comparison of preferential brands has been conducted before and after viewing film on a sample of 10 respondents. New connections and additional information of the subject have been found. This paper serves as an overview and addition for current research on the area that is still growing and that is the target of producers and marketing agencies.