Autos in Movies - Just Genius

So, I was just reading Premiere Magazine that I get (Cadillac Magazine for everything Cadi). So, they mentioned that they were at TIFF last fall giving the Cadillac People's Choice award out and they mentioned some of the movies that Cadi was graced to be in:

• The Big Sleep
• Breakfast at Tiffany's
• Goodfellas
• Fast & the Furious
• Mr. & Mrs. Smith
• It's a Mad Mad Mad Mad World
• The Year of Living Dangerously
• Ghostbusters
• The Matrix Reloaded (entire highways scene was GM vehicles)
• The Hangover
• The Proposal
• Zombieland
• The Other Guys
• Get Carter 
• Cadillac Man

I just recently watched Zombieland again and Woody Harrelson is very passionate about his Escalade. Once he says "Do what you want to the man, just don't f**k with his Cadi!". What's funny is how much does GM/Cadillac or any other manufacturer for that matter pay for this kind of advertising, or product placement? I have always wanted to know. I wonder if it's actually "researchable". Having an actor say something, or having a car "plug" written into the script, it's just genius!

I also recently watched The Killers, Ashton Kutcher & Katherine Heigl are being chased by the Volvo XC60 and when it crashes she marvels how well it took the hit. You just can't pay enough for that plug! But how much did they pay?

Volvo used in The Killers chase

Food for thought or fuel for knowledge? :)