By Tony Connelly | Sports Marketing Reporter

August 17, 2015 | 2 min read

Channel 4 and Fox have partnered up for a product placement first in E4’s reality TV show Made in Chelsea LA.

The deal will see footage from Twentieth Century Fox’s new film “Paper Towns” feature in the latest episode of the series when two of the shows stars visit the Fox studio for an exclusive private screening.

The scene was planned and implemented by media agency Vizeum and The Story Lab and will be part of tonight’s show on E4. The new series of E4’s popular shows follows the stars in Los Angeles. The product placement scene will show Jamie Laing (heir to the McVitie’s fortune) taking his date to Fox studio’s lot for a private screening of film.

Channel 4 Sales partnerships account manager, Melanie Ball, and Stella Onuorah, partnerships manager brokered the deal together with Robbie Ashcroft who is the creative solutions manager at Vizeum.

Simon Wells, partnership controller at Channel 4 Sales, described the partnership as “an exciting first” and would serve as an “innovative alternative to placing tangible products within a TV show.”

Promotions executive at Twentieth Century Fox, Maria Buttaci, said the “integrated inclusion of film footage / artwork as well as ample social media support from the cast, really helps position Paper Towns as this summer’s must-see film event”.

Vizeum's Ashcroft said that the move represented an industry first but added “we expect that it will become commonplace in the future.”

A clip of the scene is available to view above.

Made in Chelsea Fox Channel 4

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