Product Placement. The
UK market is beginning to follow in the footsteps of
the U.S. by making advertising less identifiable as
advertising. Brands are turning to the medium of product
placement in film and TV to develop brand awareness,
brand recognition and implied brand endorsement from
celebrities.
Today’s media is becoming increasingly fragmented
and the development of new technologies such as TiVO
means that viewers can simply eliminate TV ads from
their viewing experience. Product placement has been
used since the early 1920’s and takes two main
forms:
- Supply of a branded product, where a brand will
supply product to be used as a prop. The film production
will receive the branded product free of charge. The
supply of a location or food also falls into this
category.
- Fee-based placement, where a brand pays a negotiated
fee to have their product featured in a film.
Siren can perform a script analysis and present your
script to a product placement agency or approach brands
on your behalf as appropriate. The use of product placement
to reduce the overall film budget is especially useful
for independents, allowing reduction in the costs of
props, locations and set dressing.
Another core benefit is that using real brands adds
authenticity to the story. In addition, certain brands
embody lifestyle connotations; therefore the right brand
mix can add further depth to characterisation.
The benefit to the brand is that customer recognition
is likely to be higher as the brand is exposed to a
captive audience. The technique is seen as less intrusive
and has a further reach and longer life than traditional
advertising.
Siren negotiates the best deal for your film that will
utilise brand relationships and joint ‘product-film
marketing techniques’ from pre-launch, to launch,
to post-launch of your movie.
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