Product Placement in the Film Industry Essay

Introduction fruit military position in MoviesProduct post is a kind of advertisements, where carrefours or services be move in a context normally devoid of ads, such as films, TV episodes, or news. Product placement can reach a niche audience, and there argon strong reasons for investors to expect that film harvest placement will increase consumer awareness of a particular brand. However, the word picture studio must analyze if the product fits with the image of the film. A star may draw more attention than a product. Therefore this becomes a separate point of negotiation within his capture in many cases. crack placements are for increasing brand familiarity and sales. Also, there are some other advantages of brand placements in Movies.1. People would not transplant the channel or leave room when a brand appears in a depiction like they might for TV ads 2. Brand placements often expect an endorsement by the celebrity using the brand which appears to fork over an influen ce on attitudes toward the brand. 3. Brand placement allows advertisers to target precise specific stack. 4. Brand placements have a longer life than traditional advertisements. When a film is released as DVD, the brand placement is still present. 5. Audiences might like brand placements because they improve the reality of a movie or TV fork over. Literature review Some examplesProduct placement is not a recent phenomenon as comm just now believed, however dates back to the earliest days of cinema. It originated more than a century ago in soap opera radio broadcasts, a significant means of ordinary entertainment at the time which often mentioned various soap products within the storyline in exchange for financial support. Here we have some perfect examples of product placement in movies. They are all famous films with successful product.Ray Ban sink Gun block out shot of the movie Top Gun(1986)Top Gun had a huge impact on some generations. The movie had a handsome and fearle ss main section. He not only defeated enemies in the air, but also won the heart of a beautiful lady. He was dressed in jeans, wore a leather jacket and a pair of sunglasses. In Top Gun, Tom Cruise and his Navy colleagues wore Aviators by Ray Ban. The result the sales of Aviator sunglasses rose by 40 pct in the seven months following the release of the movie. FedEx and Wilson Cast awayScreen shots of the movie Cast Away (2000)Tom Hanks played Chuck in the movie Cast Away. Chuck is a FedEx employee who is stranded on an island after FedExs flat solid 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 very long delay. When Chuck crashed on the island, he was there alone. entirely someways he got company from the resource left. When he opened boxes he found Wilson volleyball. That ball became Wilson, Chucks only friend on the island. This product plac ement is very special product was not just used, 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 beginning 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. Successful and failure attempts of product placementA successful product placement should have 2 views of successThe product is near 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 produ ct and the brand pry is showed in good order in the films. The product for the movieIs the product good for the movie? Why this is on the screen?The product or brand showed in the films should be very important for the movie. Audiences try to keep a story coherent while watching it. However, because of limited attention, information in the center activates the highest 1.This is quite easygoing to understand. We are watching a movie with the story. Anything happened in this story would be noticed. 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 being ignored if they dont try to get any attention. Audiences might be confused if something uncorrelated suddenly showed in 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.Example of success Mini cooper and the Italian jobIn the movie, the robbers need to driv e 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 perform 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 enjoy the movie with starring performance of the product-Mini Cooper.Screen shots of the movie the Italian subscriber line (2003)The Italian Job original movie is released in 1969 with. Gary Gray directed an American remake with Mark Wahlberg, Edward Norton and Charlize Theron in 2003. The movies are very exchangeable from the product placements points of view they both use Minis. Product placement is apparently very successful.it is reported that sales of Minis in 2003 had increased more than 20 percent over the year before.Example of failure chinaware Mobile and the CellphoneWith the title of this movie, we can imagine that it is a perfect opportunity for a conversation company such as China Mobile to do a product placement in it. However, the shameless attempt made audience bump 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 call 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 helpless or sad music. Silence is also a good choice 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 zipper but the slogan of China Mobile. We got confused why we are listening 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 find 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 communicating product hold dear 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 eight short 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 official 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, Ang Lee 2001The Driver protects a holy child that was brought to America by boat. The child gives the Driver a introduce 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 boy 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 DevilBeat the devil (2002), Tony ScottThe Driver is employed by an old man. He is going to put up the Devil 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 fifty 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.ConclusionThere 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 ikon for the movie with the stars, and also make the movies more realistic.A good product placement is the same as a normal advertisement. It required to be placed with the right product, in the right movie and at the accurate moment. The product itself should be one 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 showi ng 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 mingle 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), Director Tony Scott5. Cast away (2000), Director Robert Zemeckis6. Transformers (2007), Director Michael Bay7. the Italian Job (2003) Director F. Gary Gray8. the Cellphone (2001) Director FENG Xiaogang9. BMW Brand Behavior Training, Ruud Rabenberg, Laura Wang, BMW China, Automotive Trading, Ltd. 200710. Chosen (2001), Director Ang Lee11. Beat the Devil (2002), Director Tony Scott1 2.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 Communication 57 (2007)