BMW has paid motion picture producers for the rights to feature some of its automobiles in mainstream Hollywood films such as The Bourne Ultimatum.What is this known as?

Name: BMW has paid motion picture producers for the rights to feature some of its automobiles in mainstream Hollywood films such as The Bourne Ultimatum.What is this known as?
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This is known as product placement, where companies pay to have their products featured in popular media to increase brand exposure and awareness.

BMW Has Paid Motion Picture Producers for the Rights to Feature