Product Placement has to Be a Part of Film in an Era when Advertising Is Struggling - Essay Example

Essay Product Placement has to be a part of Film in an Era when advertising is struggling Module Film & TV Cultures & Aesthetics Module Number Tutor Word Count: 2527 Product Placement has to be a part of Film in an Era when advertising is struggling Nowadays it is not enough to broadcast short advertising clips to make people buy something. It is the reason why marketers rush to cooperate with filmmakers and introduce their products and services in context of feature films. Product placement is present in almost every film released during last 10 years. It allows adding more stunts, visual effects and celebrities to any film due to additional money received from partners. As far as people are more demanding concerning visual quality of films today, additional budgeting is always welcomed by filmmakers. In this essay, I will focus on the analysis of 4 resent feature films in order to show that product placement is the effective substitute for the advertising clips. Using relevant research in product placement and a documentary by Morgan Spurlock, I will analyse how products placement works and what effect is achieved by integrating brands in the context of different films. Product placement has to be a part of filmmaking because all parties benefit from it; while directors have more money to make a quality films, marketers raise the levels of brand recognition and awareness. Product Placement: Basics Product placement is an effective way to increase a film budget by inserting certain products in particular scenes of the film. The history of product placement dates back to the Silent Era films released in 1920-s. According to Segrave (2004, p.3) people inserted coloured slides which advertised various goods available at the nearest grocery stores between the episodes of ‘Perils of Pauline’. People were not allowed to leave; they had to sit in the theatre and watch them. In 1940, product placement was already used by many companies. For instance, De Beers Jewellery Company supplied posh accessories to the film Skylark filmed in 1941 (Segrave 2004, p. 82). Since then, product placement was recognized as an effective marketing technique. Now it is on the top of its popularity. There are three basic types of product placement available for moviemakers to choose. They can represent the product visualizing it, talking about it, or using it (Williams, Petrosky, Hernandez & Page 2011). All three types of product placement are more effective than ordinary advertising. They represent the product in certain social context and add value to it by developing associations with actors, movie characters or the circumstances where the product is used (Campbell, Mohr & Verlegh 2007). There is a huge difference between a good can and Batman’s car. Clothing items, furniture, food products and other goods can be organically introduced in life-like settings. This is a big benefit of product placement in the situation when advertising is struggling. Marketers always read the script in advance trying to select films which are more likely to succeed (Wiles & Danielova 2009). Successful films produce better impression on people; they are more likely to buy goods which are associated with something exiting or someone famous. Films create a perfect conditions for advertising; they tell touching, unusual and emotional stories performed my world celebrities. Despite effectiveness of product placement for marketers and manufacturers, there is the other side of the coin. According to Hackley, Tiwsakul & Preuss (2008) product placement is not ethical because people who watch films can hardly recognize advertising integrated in it as they perceive it as a part of the plot. Moreover, while sponsors pay money to see their products in the film, they also have a right of a final say before the release. Sponsors do not agree to take risks and place their products in underground/unconventional films (The Greatest Film Ever Sold 2011). Filmmakers and sponsors find a consensus between their interests agreeing how and when they need to represent the product and what attitudes it should trigger. There are many factors which influence the effectiveness of product placement. Celebrities involved in the film, position in the middle of the screen, centrality to the plot and smooth integration of product in the context help marketers to set their goals and promote their brands (Wiles & Danielova 2009). The case of ‘The Greatest Film Ever Sold’ One of the best examples of product placement is provided by the documentary ‘The Greatest Film Ever Sold’ by scandalous Morgan Spurlock released in 2011. The fair aim of the film is to reveal the secrets of product placement by showing how it works from the inside. This documentary is relevant for the analysis because filmmakers do not disclose the amounts of money companies agree to pay for different services provided. The reputation of Spurlock is challenging for sponsors because he has already directed a negative product placement film about McDonald’s (‘Super Size Me’) (Germain 2011). Spurlock finds around 20 sponsors and gathers $1 million which is a full budget of the film. However, taking the money, he has to follow each contract signed. For instance, he is supposed to drink only POM Wonderful juice, wear Old Navy clothing and Merell shoes, drive a mini cooper, conduct an interview on the airplane, stay at Hilton hotels, interview people at gas stations (The Greatest Film Ever Sold 2011). All contractors have the right of a final say limiting the creative work of Spurlock. They are the first who watch the final cut of the film and they can sue Spurlock if he fails to follow the contract. The film reveals the commercial side of filmmaking as it proves that if a film has many sponsors, it becomes more trivial to minimize the risks of failure. Partners limit the creative freedom of filmmakers and make them choose a worn path which leads to guaranteed commercial success. On the other hand, Spurlock does not become “a corporate, commercialised” Spurlock in the end of the film. He manages to balance pressure from sponsors and his creative potential. The film shows a truthful picture of product placement and explains how filmmakers and sponsors negotiate what the expected result of their work. Product Placement in Contemporary Films Comedies and action films are the most popular film genres today. People like comedies because they are realistic and humorous. Actions films are impressive due to their visual effects, celebrity actors and film crews, stunts and engaging stories. Both action films and comedies are full of product placement which effective influences people who watch those films. This claim is easy to prove if to look at 4 resent comedies: ‘Walk of Shame’ (2014), ‘That Awkward Moment’ (2014), ‘The Secret Life of Walter Mitty’ (2013) and ‘Ride Along’ (2014). All these comedies are quite successful in their gross and brand representation. Unlike Spurlock who placed the products in his film with obvious exaggeration, Hollywood film crews do their best to represent different brands organically in the storyline of the film (Williams, Petrosky, Hernandez & Page 2011). Editorial work aims at selecting the shots where brands are visualized better. Providing realistic context for any brand placed in the film, filmmakers and marketers identify the target audience of the product and circumstances when people might like it more (Williams, Petrosky, Hernandez & Page 2011). For instance, ‘Walk of Shame’ released in 2014 is a full length advertisement of Marc Jacobs yellow dress. It appears in the beginning of the film and remains in the story till the last shot. In the middle of the film, one of the characters (a drug dealer) pronounces the brand name and assesses the quality of the attire (Walk of Shame 2014). Filmmakers aim at representing the designer in a humorous way which attracts more attention to the brand; the use of humour in product placement is proved to be effective in product placement (Cowley & Barron 2008). Intentional stress that designers surname is Jacobs not Jenkins makes people recollect this name and associate it with stylish and blight clothing. Use of humour stimulates brand recognition and memorising because people always remember emotional moment better. This yellow dress is central to the plot because it becomes the main distinctive feature of the character. It receives both positive and negative feedback for different movie characters. According to Cowley & Barron (2008), centrality to the story line is an effective and well-paid service offered to those who want to advertise their products in films. Moreover, Elizabeth Banks becomes the face of the brand, wearing the dress from the very beginning till the end of the film. The film targets young consumers who lack some extreme events in their daily lives. As a comedy for youth is contains element of the plot which can attract many spectators. Sexual content, themes of having fun and enjoying life stimulate young consumers to associate represented brands with such circumstances. Overall, an advertising clip which lasts for 30 seconds would never achieve the same effect as a full length film where the dress is promoted as a way to attract attention. The success of the film and the dress in particular is frequently discussed in popular media sources as all writers focus on the role of the dress and often mention that brand name in their articles. Figure 1. Screenshot from the film A Walk of Shame focuses on the yellow dress by Marc Jacobs central to the plot of the film. That Awkward Moment released in 2014 represents a full collection of brands. The film targets young people; target audience determines the products which are placed in the story. Brands Apple, Trojan (condoms), Lacoste are fully integrated in the story. Their appearance on the screen does not last for a long time; however, it is catchy and effective enough to notice brand names or logos. All brands appear in positive or comic settings which are memorable and effective. People perceive these brands as signs of young age, romance and ability to enjoy daily life. These general values are important in creating overall brand image (Wiles & Danielova 2009). According to Yang “brand placements often involve an implicit endorsement by the celebrity using the brand which appears to have at least a slight influence on attitudes toward the brand” (2007, p. 470). Image 4 shows a famous actor Zac Efron in front of the Apple computer display. It develops an association with Efron as an actor and the profession of his characters (a graphic designer). This short episode has all qualities of an effective advertising clip. In this way, it promotes Apple gadgets successfully and does not disturb people in the process of watching the film. Image 2: Screenshot exemplifies product placement of Trojan (That Awkward Moment 2014). Image 3: One of the main characters in the film wears Lacoste sweater (That Awkward Moment 2014). Image 4: All characters in the film use Apple gadgets (That Awkward Moment 2014). The content of the film is typical for American comedies; two young people fall in love, argue and resolve their conflict in the end. In order to attract more young people and make the film successful commercially, many scenes with sexual content are added to the film. This trivial plot creates the feeling of reality. Product placement only intensifies this feelings as the same things appear on the screen and in real life. It suggests that young people should enjoy their lives and brands introduced in the film might help them. ‘The Secret Life of Walter Mitty’ (2013) both good and bad examples of product placement. This film uses an aggressive strategy attracting too much attention to certain brands presented. Sentimental ties to Life magazine and Papa John’s pizza are balanced by high quality picture and interesting plot of the film. Picturesque scenery of Iceland is also a product placement as it motivates people to travel there. The film begins with a product placement of the site eHarmony where the main character of the film tries to “give a wink” to his female co-worker (The Secret Life of Walter Mitty 2013). Products are integrated in the storyline so deeply that the film will be twice shorter without the stories related to brands. The Brand Channel has expressed critical attitude to product placement in the Film claiming that it was the worst example of the practice in 2013 (Sauer 2014). However, it concerns only Papa John’s story. The presentation of Iceland in the film is perfect. High quality directing and editing which become possible due to increased budget let people enjoy marvellous scenery of the country. This example shows that product placement can be ineffective if it is too obvious. It is better to make it less sticking not to turn the film into a long advertising clip. Image 6: Screenshot from The Secret Life of Walter Mitty shows one of the numerous examples of product placement in the film. In ‘Ride Along’, products placement is visible in almost every scene. From clothing items to cars, this action comedy not shows the plot but sells the goods. Filmmakers managed to involve famous car brands such as BMW, Toyota and Ford. Kawasaki and Harley Davidson bikes appear in some scenes in the film. It advertises both Nike and Adidas. There are also several brands of food and drinks such as Coca-Cola and Miller (Ride Along 2014). The film is full of events where all these brands are integrated in the plot. Huge budget allows making the film engaging. Brands selected for placement in the film correspond to the needs of the target audience. The film is created for young males who are interested in action films. A great variety of cars represented in the film allows them choosing the best one. All products correspond to average lifestyle which is typical not for America only, but for the world young male audience. For instance, playing X-box, interest in vehicles and car racing are common in all parts of the world. In this way, film presents products to a wide variety of potential consumers without any reference to their culture. As a result, brands become better recognized by consumers. Moreover, such films as ‘Ride Along’ make them fashionable as they are associated with coolness, manhood, speed, power and victory. These values appear in the context of the film and can be applied to all brands which are placed in the same context. Conclusion Summing up, product placement brings benefits to marketers, filmmakers and spectators. Marketers get the opportunity to promote their goods or services effectively and add value to them. Filmmakers have more costs to make their films more exiting, breathtaking and appealing to their target audience. Product placement invests much money to cinematography; as a result, many new films are released ever weeks meeting the needs and expectation of diverse groups of spectators. Products placement can be effective if it is professionally integrated in the context of the film. Analysed examples show how product placement works in different comedies. In cases of ‘Ride Along’ and ‘That Awkward Moment’ product placement is not disturbing. In ‘Walk of Shame’ the yellow dress becomes the most important attribute of the film attracting much attention of the press. ‘The Secret Life of Walter Mitty’ exemplifies more aggressive product placement strategy; however, it is balanced by the quality of the film and its message. If all shareholders involved in product placement are satisfied with its result, it has to be a part of modern film industry. References Ride Along, 2014, motion picture, USA: Cube Vision, LBI Entertainment. That Awkward Moment, 2014, motion picture, USA: Treehouse Pictures, Aversano Films. The Greatest Movie Ever Sold, 2011, motion picture, USA: Snoot Entertainment, Warrior Poets. The Secret Life of Walter Mitty, 2013, motion picture, USA: 20th Century Fox Film Corporation. Walk of Shame, 2014, motion picture, USA: Sidney Kimmel Entertainment, FilmDistrict. Campbell, MC, Mohr, GS, & Verlegh, P 2007, Examining effects of product placement and sponsorship disclosure: A flexible correction approach. In Proceedings of the 34th International La Londe Research Conference in Marketing. Aix-en-Provence: IAE Aix Graduate School of Management. Cowley, E, & Barron, C 2008, When product placement goes wrong: The effects of program liking and placement prominence. Journal of Advertising, 37(1), 89-98. Germain, D 2011, Spurlocks Greatest Movie Ever Sold paid for by sponsorships. Associated Press. Retrieved from http://usatoday30.usatoday.com/money/advertising/2011-04-19-spurlock-greatest-movie-ever-sold.htm Hackley, C, Tiwsakul, RA, & Preuss, L 2008, An ethical evaluation of product placement: a deceptive practice?. Business Ethics: A European Review, 17(2), 109-120. Sauer, A 2014, The envelope, please: The 2014 Brandcameo product placement awards. The Brand Chanel. Retrieved from http://www.brandchannel.com/home/post/2014/02/27/140227-2014-Brandcameo-Product-Placement-Awards.aspx#continue Segrave, K 2004, Product placement in Hollywood films: A history. Jefferson, North Carolina:McFarland. Wiles, M. A., & Danielova, A. (2009). The worth of product placement in successful films: an event study analysis. Journal of Marketing, 73(4), 44-63. Williams, K, Petrosky, A, Hernandez, E, & Page Jr R 2011, Product placement effectiveness: revisited and renewed. Journal of Management & Marketing Research, 7. Yang, M & Roskos‐Ewoldsen, DR 2007, The effectiveness of brand placements in the movies: Levels of placements, explicit and implicit memory, and brand‐choice behavior.  Journal of Communication, 57(3), 469-489. Read More