sometimes to members of the public but also to those who can get them shelf space in a large-volume retailer. Even if an entrepreneur doesn't sufficiently impress a retailer at a trade show, the number of units sold to everyday consumers might be enough to convince retailers later to stock the product. Finally, Product Placement in Entertainment. Moviegoers and online game players often notice products from a part of the script or scene. Companies pay for this privilege: They agree to a payment scheme in return for the marketing benefits that come because of a Hollywood star using their product. The same is true of video games, where everyday players navigate through a world populated with products they can find in their local store” (Lovering 2017).