Product placement is characterized by innovating in advertising techniques when inserted in formats that, as in the cinema, can yield positive results for companies in terms of dissemination and promotion of the product. In relation to the above, the effect of persuasion of this technique in films is an area that is still in development research, therefore, this article aims to measure the effect of persuasion on viewers through 4 items to consider: i) evaluation of the film, ii) the narrative transport, iii) identification with the characters and iv) attitude towards the product placement. This investigation consisted of an experimental type with a random sample (N = 91) that is divided into two groups, where only one group observes the film with product placement, while the other does not. Afterwards, a questionnaire was applied to all the participants that addresses the 4 mentioned aspects that were answered through the Likert scale. The results showed that the product placement has a persuasive effect, specifically in the memory and attitude.