- Category: Trade, marketing, public relations
- Created on Friday, 24 February 2012 07:19
- Written by EgyptClass
[►]It was in 1982, when Reese's Pieces candies helped to bring closer the alien with a human kind on the silver screen. The film is called E. T.; it included such implied advertising in it, which has worked out above expectations.
The following year, the candy manufacturer increased turnover up by two thirds, this candy Maker's competition (M & M) has reportedly regretted their refusal of the filmmakers. But Steven Spielberg did not invent the product placement. Advertising on the screen is as old as films itself, but just the sci-fi movie attracted attention on how to do it, accordingly opened a new dimension for advertising business.
Product placement also erases the difference in whether sponsorship supports filmmakers - or vice versa - there is -sometimes a story just to promote a sponsor. Because, the blockbuster itself is a product, brand. When Spider Man comes to cinemas, advertising partners launch big campaigns on all fronts , spider man - then- appears on television, on vehicles, Tshirts, anywhere. This is the principle of co-promotion, when the brands support each other.
Last year, U.S. companies spent on product placement together six billion U.S. dollars (this figure includes the film in addition to Internet, television), which sheds new light on the argument that Hollywood movies are starting to become 'featured ads'.
Even movie stars, like Ashton Kutcher promoted his own business in the series Two and a half men. In one scene on the show, Kutcher was shown using a laptop computer covered with stickers from several start-ups.
Decades of the legendary James Bond movies taught us that the brand is part of the game and complements the character of the hero. We can imagine an agent with unbranded gear or suit, his weakness for alcohol brand XY. But non-branded Bond ceases to be the real Bond we admire.