Product Placement in the Film Industry Essay

Introduction harvest-festival fix in MoviesProduct stead is a kind of advertisements, whither carrefours or services argon rated in a context norm eachy devoid of ads, much(prenominal) as word pictures, TV episodes, or news. Product stance put up chain of mountains a niche audience, and there be strong reasons for investors to expect that motion-picture show output placement will increase consumer aw atomic number 18ness of a particular(prenominal) fool. However, the exposure studio must analyze if the overlap fits with the image of the film. A star may draw to a greater extent attention than a product. hence this becomes a separate point of negotiation within his contract in many cases.Brand placements are for increasing reproach familiarity and sales. Also, there are close to other advantages of brand placements in Movies.1. People would non intensify the channel or leave room when a brand appears in a ikon want they exponent for TV ads 2. Brand placements a great deal involve an endorsement by the celebrity using the brand which appears to dedicate an influence on attitudes toward the brand. 3. Brand placement allows advertisers to target in truth precise people. 4. Brand placements invite a farseeinger life than traditional advertisements. When a film is released as DVD, the brand placement is still present. 5. Audiences strength like brand placements beca role they improve the realism of a movie or TV show. Literature review Some examplesProduct placement is non a recent phenomenon as commonly believed, but dates back to the earliest age of cinema. It originated more than a century ago in soap opera house radio broadcasts, a signifi johnt means of popular entertainment at the time which often mentioned various soap products within the written reportline in exchange for financial support. Here we gull some classic examples of product placement in movies. They are all famed films with successful product. atomic number 75 Ban covert flatulencyScreen nip of the movie Top Gun(1986)Top Gun had a huge impact on some generations. The movie had a handsome and fearless primary(prenominal) character. He non only defeated enemies in the air, but also won the stub of a beautiful lady. He was dressed in jeans, wore a slash jacket and a pair of sunglasses. In Top Gun, Tom travel and his Navy colleagues wore Aviators by Ray Ban. The result the sales of Aviator sunglasses rose by 40 percent in the seven months by-line the release of the movie. FedEx and Wilson Cast awayScreen shots of the movie Cast by (2000)Tom Hanks played cast a human face in the movie Cast Away. cast away is a FedEx employee who is stranded on an island after FedExs plane crashes. The film shows his attempts to survive on the island using what was left of his planes cargo. He eventual escapes and returns to society, with one lost parcel delivered with a genuinely broad delay. When sanctify crashed on the island, he was there alone. But somehow he got company from the resource left. When he well-defineded boxes he found Wilson volley crackpot. That ball became Wilson, Chucks only friend on the island. This product placement is very special product was non just apply, and Chuck didnt just speak about it the product becomes a character. Chuck and Wilsons relationship was great and audiences perceived Wilson as a character, not some brand product.Chevrolet Camaro TransformersScreen shot of the movie Transformers (2007)Chevrolet Camaro is a very interesting placement in the Transformers. Camaro played Bumblebee in all the Transformers movies. The fifth generation of this vehicle went on sale in the line of descent of 2009. In 2007, when the movie was released, people could not buy this car. It was a long wait but the movie created a buzz and helped building the expectations. fortunate and failure attempts of product placementA successful product placement should have 2 sides of successThe product is be neficial for the movie The used product should be a main character in the film. It should be necessityed in the film, not planted.The movie is nigh for the product The movie is good for show the product. The product and the brand time value is showed flop in the films. The product for the movieIs the product good for the movie? wherefore this is on the interpenetrate?The product or brand showed in the films should be very important for the movie. Audiences try to keep a story ordered while watching it. However, because of limited attention, information in the center activates the highest 1.This is instead easy to understand. We are watching a movie with the story. Anything happened in this story would be flyerd. The product in the story and in the center of the screen gets the highest attention. On the other hand, all the objects outside the story are cosmos ignored if they dont try to get any attention. Audiences might be confused if something unrelated suddenly showed i n the center of the screen, or make some noise when audience are watching a film.Here are two examples for the good side and the bad side. voice of success Mini cooper and the Italian jobIn the movie, the robbers need to drive into the metro station, block the train and go through the tunnels. The use of Minis seemed absolutely normal for a robbery, since Mini Cooper is a very compact and mobile car. The audiences are expecting some vehicle accomplish the job, and here comes the minis. The car is tiny, fast and reliable. The product is going well with the story, so we can en contentment the movie with star performance of the product-Mini Cooper.Screen shots of the movie the Italian Job (2003)The Italian Job original movie is released in 1969 with. Gary remote directed an American remake with Mark Wahlberg, Edward Norton and Charlize Theron in 2003. The movies are very similar from the product placements points of view they both use Minis. Product placement is apparently very succes sful.it is reported that sales of Minis in 2003 had increased more than 20 percent over the year before.Example of failure china Mobile and the CellphoneWith the title of this movie, we can imagine that it is a consummate opportunity for a communion company such as mainland China Mobile to do a product placement in it. However, the unashamed attempt made audience feel bad when watching such a wonderful movie.Screen shot of the movie the Cellphone (Shou Ji) (2003)The main character YAN Shouyis wife received a phone come up to from Shouyis cousin. She found that Shouyi was cheating on her. This is the moment shehang up the phone.Normally we need some music with anger or befuddled or sad music. Silence is also a good excerption we may expect. However, after she hang up the phone and walked away, the television (left side of the picture) is showing the commercial advertisement of China mobile. The audience could hear nada but the slogan of China Mobile. We got confused why we a re auditory modality to this?Screen shot of the movie the Cellphone (Shou Ji) (2003)Another screen shot of the movie the Cellphone. Two wives are checking their husbands calling records. We could come across the logo of China mobile in the center of the screen, but we cannot notice it because the logo is outside the story. This is a very bad try of product placement the product has nothing to do with the story.Screen shot of the movie the Cellphone (Shou Ji) (2003)China mobile tried very hard to place its logo everywhere in this movie. But most of the attempts have no advisement effect. In the beginning of the movie, the cast list is showed on a cellphone. The Chinese character of China Mobile is showed at the bottom of the cellphone. Normally, the communication operator showed at the up corner of the cellphone. We could say that this try is not a product placement, but an advertisement. The movie for the productMarketing, including the product placement, is a process of communica ting product value to the people. So in the product placement the company need also choose the right movie for its products. The movie has to be a platform for the companys brand value. The brand behavior or the brand value is needed to be showed in the scene. So the main problem becomes how to choose the partner.Here we have another example to find out how to show the brand value in a movie. In 2001 and 2002, BMW made a series of viii unequal films with about 10 minutes each. The series is called the Hire. All the eight films are made by popular directors from all over the world, starring Clive Owen as the device driver, and with the performance of various BMW cars.At first, here is the authoritative brand value of BMWBrand value of BMWThe main value of BMW joy and dynamic, challenging, cultured is showed everywhere in these films. We discuss how the films describe BMW with the 8 short films. Here we present 2 of the short films to show the how BMW did the films.ChosenChosen, A ng lee(prenominal) 2001The Driver protects a holy churl that was brought to America by boat. The child gives the Driver a gift but says that he is supposed to open it after. After being pursued by many armed men, and being grazed in the ear, he delivers the boy to another holy man. The son however signals silently to the Driver that the man is not actually a monk, indicated by his footwear. The Driver defeats the impostor holy man and rescues the boy. When he leaves the Driver opens the gift which is revealed to be a bandage for his bleeding ear.Beat the daystarBeat the devil (2002), Tony ScottThe Driver is employed by an old man. He is going to meet the fanatic to negotiate the deal as a young man in 1954 to trade his soul for fame and fortune. He proposes a new wager, for the stakes of the Drivers soul against another cubic decimeter years for him, betting on the Driver racing against the Devil at dawn. The race ends with the Driver passes around a train while the Devils car crashes and explodes.All the films show great respect to the product value of BMW. The core is joy, which is shown perfectly by all the famous directors. Also we could find the value of dynamic, challenging and cultured from these films. The series is a perfect exhibition for the BMW products. And we may say this is the right movie for the product. culminationThere are many advantages of product placement in the movies. We have seen both successful and fail examples of product placement from Hollywood and China. When they are done correctly, the placement could greatly benefit both the movie and the brand. It can secure the film production budget, cover promotion budgets and get additional exposure for the movie with the stars, and also make the movies more realistic.A good product placement is the aforementioned(prenominal) as a normal advertisement. It unavoidable to be placed with the right product, in the right movie and at the accurate moment. The product itself should be o ne part of the story. Also, in the movie, the brand value should be shown very clearly to make a good placement. The product is good for the movie The used product should be a main character in the film. It should be needed in the film, not planted. The movie is good for the product The movie is good for showing the product. The product and the brand value are showed properly in the films.This is the same as typical advertisement. So it should be treated the same as other marketing methods with the similar theories. It is important to carefully integrate products into movie in order to minimize the risk of aggressive advertising which might lead to negative results.Bibliography1. Wikipedia product placement http//en.wikipedia.org/wiki/Product_placement2. Wikipedia marketing http//en.wikipedia.org/wiki/marketing3. Product Placement in Film, Viki Antonopoulou, Geogia National Film Center June 20104. Top Gun (1986), theater director Tony Scott5. Cast away (2000), Director Robert Zemec kis6. Transformers (2007), Director Michael Bay7. the Italian Job (2003) Director F. Gary Gray8. the Cellphone (2001) Director FENG Xiaogang9. BMW Brand conduct Training, Ruud Rabenberg, Laura Wang, BMW China, Automotive Trading, Ltd. 200710. Chosen (2001), Director Ang Lee11. Beat the Devil (2002), Director Tony Scott12.The Effectiveness of Brand Placements in the Movies Levels of Placements, Explicit and Implicit Memory, and Brand-Choice Behavior, Moonhee Yang, David R. Roskos-Ewoldsen, Journal of discourse 57 (2007)