Movie Marketing and Product Placement

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Movie marketing is one of the many important steps in the movie business that must always be taken seriously. Robert Marich talks about the subject of movie marketing in his book, Marich’s Marketing to Moviegoers: A Handbook of Strategies and Tactics, and he reveals some interesting truths about it. One of the interesting facts that Marich brings up are the “rates paid by for a trailer or television commercial campaign run from $25,000 (for independents) to $250,000 (for studio films)” (Marich, 13). Many students of film studies probably comprehend the technical and physical work that goes into creating a film project, but they are some who do not realize the amount of money and skill that is needed to promote a particular film project. Some filmmakers may be overwhelmed or self-discouraged to make a film project because they either cannot comprehend the tactics of marketing films or they do know it and are overwhelmed by the process. During my last semester I took two business related classes so I can understand some economics and tactics that I could use in the future if I get into the filmmaking business. There is so much to learn about movie marketing and an interesting fact is that Hollywood didn’t always stress on movie marketing. The question is what made Hollywood care about marketing? Marich mentions how movie marketing wasn’t always so significant to Hollywood film projects because they did not have any or much competition that was taking away moviegoers (Marich, 4). Marich says that“film-advertising expenses soaring and competition for moviegoers on the rise—just look at how young males are consumed by video games—marketing is now top of mind in the film business” (Marich, 4). With more competition enforces larger budgets on advertising which is the general nature of marketing.

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One of the most interesting factors of movie marketing that Marich mentions is how movie marketing has impact on other industries (Marich, 4-5). I was familiar with the news of certain or many non-film related industries that look for economic benefit from film studio projects, but I didn’t always pay much to the concept of product placement. In the Transformers movies there is a very noticeable amount of product placement throughout the film and even though the products may not be related to the film plot they are clearly for advertisement (Marich, 148-9). Below is an example of how the first Transformers (2007) movie contains product placement:

 

The Transformers movies have been the prime example of product placement and there is an interesting article on one of the movies later sequels, Transformers 3: Dark of the Moon (2011), known as Transformers: The Rise Of Chinese Product Placement. This article talks about how the movie Transformers movies have a popular Chinese fan base and that marketing managers are taking advantage of the popular Chinese fan base through product placement. Marich says “the tie-in promotion and product placement fields are becoming increasingly sophisticated as movie marketers and their consumer-goods partners expand the scope of their alliances and contractually specify responsibilities of each party” (Marich, 147). Popular films can be one of the most marketable grounds for product placement and Marich is aware of this as he states how the Transformers movies are filled with product placement along with the Marvel Studios film Thor (2011) (Marich, 147-8). Marvel Studios and Paramount Pictures were working together on the release of Thor and they had multiple promotion partners such as Dr. Pepper, Honda and 7-eleven (Marich, 148). These partners all promoted the release of Thor within their own events that were at the same time selling their products in addition to promoting the movie Thor. Dr. Pepper had plastered movie content of Thor on its beverage packaging and this is an example of the partnership Dr. Pepper had with Marvel Studios and Paramount (Marich, 148). This is similar to how Burger King and McDonald’s would package toys in kid’s meal’s to promote a particular film or even a TV show. Burger King and McDonald’s are reliable sources that promoted films that were mostly kid’s movies because much of the youth today are actively involved at these fast-food joints.

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The Sources of images:

http://thejournalism101.blogspot.com/2010/09/product-placement-in-transformers-2007.html

http://www.brandchannel.com/home/post/2011/02/22/2010-brandcameo-product-placement-awards.aspx

http://acuraconnected.com/tag/acura-thor-movie/

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