Product placement refers to the planned and paid insertion of a branded product within a film or any other media that is capable of influencing the attitudes and the beliefs of the audience toward that specific product. The present article reports the results of two experimental studies on the attitudes of Italian consumers toward this practice. Findings show that attitudes change as a function of product type; individual differences, such as gender and age; movie watching frequency; as well as consumers' personality profiles. Product placement in movies is quite recent in Italy, since it became a legal practice only in 2004. A comparison with results from previous studies on product placement acceptance, carried out in the