Product placement has several advantages for the manufacturer as well as for the actors and producers. From the advertiser's point of view, it provided a captive audience, chance to be associated with the actors famous among the masses, and convenient usage of movie stills and footage to advertise their other brands. Even for the actors and producers, the fee they earn by featuring in the ad are a good source of income plus most of them get a lifetime chance of endorsing these brands in film festivals too. Product placement is not just featured in movies and T.V. shows, but in music videos and video games too. In video games, the trend has emerged since 1980s where Sega was placing ads of Marlboro cigarettes in their car racing games. Similarly for Sega Super Monkey Ball, the company exclusively marketed Dole bananas in the game. The idea behind such product integration is to create a real atmosphere.