The audience readily sees trademarks through names, logos and graphics of the movie studios as shown in the opening credits.
Movie studios may produce an expansive list of films ranging from animation to melodrama. However, the need for a niche for better identification results to specific genres released by the studio or it creates sister companies within the same mother studio. For instance, Disney offers family-friendly flicks. Fox Searchlight, unlike its sister company 20th Century Fox, releases movies from independent producers.
Filmmaking requires using technical equipment like camera, lighting, editing, sound and special effects equipment. So, it is very common to see logos of technical products and resources during the movie's closing credits. For example, the ending part of the scrolling credits typically show: Panavision or Arri (cameras used); Digital Theater Systems (DTS) or Dolby Digital (sound mixes used); and Kodak or Fuji (films used). In the same way, as stated in the DVD Format/Logo Licensing Corporation website, producers are only licensed to use the DVD logo in a movie release if they meet specific requirements.
A movie script may require the use of specific trademarks, logos and symbols. A story about a techie man may require brands like Apple computer, the latest smartphone or any other high tech gadgets in the movie. Some instances may also require Coke cans, FedEx envelope, McDonalds burger or Nike shoes for props and locations.
Generally, producers can include a trademark in a movie or TV production as long as it does not result to particular changes in the trademark or the product bearing the trademark outside the trademark holder's intention. Disputes may arise if the two parties don't agree with how the trademark should be used. Discussions may result to compromises; while worst cases go to court. For instance, according to the article "Trademarks, Movies, and the Clearance Culture" at the Harvard Law Education Blog, a production using New York University (NYU) as setting becomes an issue to the actual university. The trademark owner feels that the portrayal of students in the story can seriously affect the image of NYU.
Using trademarks for movies is one way of getting advertising or sponsorship money from the trademark owner. In such cases, if producers and trademark owners agree that such uses are highly beneficial to both parties, the airtime provided by the producers for the trademark owners' products or services results to advertisement or sponsorship money from the trademark owner to the producers.