Marketers' approach to using entertainment content to promote their products dates back to the use of branded products in early motion pictures. It represented a cooperative venture between a filmmaker and a company in which on-screen exposure of a product, off-screen endorsement by an actor, or a combination of those were traded for paid advertising and unpaid promotions by the company. Often products were offered for use in films in return for publicity stills for use in companies’ advertising. The first film to win an Academy Award for Best Picture, "Wings" (1927), featured a prominent placement of Hershey's candy.