A bottom-up explanation likens film-viewing to highly automated detection of stimulus features physically given in the supply of images a top-down one to the construction of scenes from very incomplete information using mental schemata. A leading issue in the research has been whether understanding films is a bottom-up process, or a top-down one. This article reviews achievements in psychological research of the film since its earliest beginnings in the 1910s. They have examined the particular experience that motion pictures provide to the film audience and the mechanisms that explain the perception and comprehension of film, and how movies move viewers and to what effects. Probably less known to most is that research psychologists working in social and life science labs have also contributed to the study of the medium.

At present, cultural media studies are the home to the aesthetics and critical analysis of film, film history and other branches of film scholarship.

The cinema as a cultural institution has been studied by academic researchers in the arts and humanities. Novelty-Although research has investigated product/brand placement, we extend the literature by investigating modality, prominence, and celebrity endorsement. Prominence does not seem to have any relationship with all dependent variables. We also find that celebrity endorsement has an impact on attitude towards the brand and purchase intention, not on attitude towards the movie. Findings-The research found that modality does have a direct and significant effect on attitude towards the movie, attitude towards the brand, and purchase intention. The survey was conducted to 184 respondents in Jakarta, Indonesia, in May 2019. The distribution of questionnaires was a non-probability with simple random sampling. Methodology-This type of research was a quantitative method using associative research approach and measured by regression method. Objective-This study explores the influence of product placement towards purchase intention while assessing the effectiveness of the ad determined by aspects of prominence, celebrity endorsement, modality, attitude towards movie and attitude towards brand.

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