Product placement has long been a feature of Hollywood. Seeking a boost in brand recognition and association with cool characters, alcohol and car companies, especially, have for decades paid or engaged in a kind of quid pro quo to get their products into films. The first documented example was in 1896, when the Lumière brothers, often credited as the earliest filmmakers, agreed to feature soap in their film “Washing Day in Switzerland.” But the rise of streaming has led to an explosion in product placement. Product placement is now a $23 billion industry, up by an estimated 14 percent since 2020.