This deductive research investigated brand recall effect as a mediator in the relationship between plot-integrated product placement, auditory-stimulated product placement, and the consumer purchase intentions of the multi-ethnic cinema patrons in Peninsular Malaysia. Product placement has been a significant factor in shaping the purchasing decisions of moviegoers from a variety of ethnic backgrounds in Malaysia. The theoretical framework for this research was derived from Tripartite Typology of Product Placement and Theory of Planned Behaviour (TPB). The research respondents were Malay, Chinese, Indian, and other ethnic groups that frequented movie theatres (cinemagoers) in Peninsular Malaysia. All the states that make up Peninsular Malaysia were represented, except for Kelantan and Perlis. This was because both states did not have any theatres that are currently operational. Respondents were approached by interviewers after they had finished watching movies at the theatre. In total, 513 respondents participated in the survey. For this research, the survey questionnaire was adapted from the research instruments of past studies. To analyse and evaluate the relationship between the study hypotheses, data was analysed with the Smart (PLS) Partial Least Squares: Structural Equation Model (SEM) software using the Multi Group Analysis (MGA). The findings demonstrate that brand recall does play the role of mediator in the relationship between plot-integrated product placement, audio-stimulated product placement, and the consumer purchase intentions of all ethnic groups from Peninsular Malaysia.