according to Media Matters (2007), television viewers in America cloud possibly have 625 potential contact to advertising every day. While in Indonesia, the average amount of advertising on television uses 23.92% of the total broadcast time or equivalent to 4 hours and 54 minutes (remot tivi,2021). A large number of advertising displayed on television can cause advertising avoidance, where viewers tend to avoid the advertisting content and messege that are not attractive and reduce their exposure to ad content. Basically, viewers have full control on advertising avoidance as they cloud avoid the ad message (cognitive method), lea the room when the ad is displayed (behavior method), or chage television channels (mechanical means). Therefore, it has been more difficult to deliver a marketing message to the potential consumer through broadcast media, as the viewers avoid ad that not interesting to see. As a result, product placement has brough to marketers attention tremendously because of its efficacy. Not like traditional advertising, product placement is an ad advertisement of the brand within the film or TV progam. Based on Bloomberg Business Week (2012), the use of product placement in Indonesia throught movie has been more popular, the increasing quality of Indnesian movie has attracted by the company to placed their product or brand within a movie. While in America, product placement has been applied to the movie since the early twentieth century and has proven its success. Hence, Indonesia still needs to look up to American film and marketing industry on how they have created successful product placement within the movie such as James Bond 007, Mission Impossible 4, and so on. This study provides an exploratory content analysis on how the product placement strategy has been done in Indonesian and American film. The 10 most best-selling Indonesian and American movies released in 2018 will be analyzed. This study deploys several units of analysis such as product placement type, on-set placement and creative placement, prominent placement and subtle placement, and context of scenes containing product placement. The result of this research are expected to be able to map the way products are placed in Indonesian and American films. Other than that, this study is also expected to give an understanding of how product placement should be carried on a movie.