Chapter 4 com 166 reading

Chapter 4 com 166 reading - 01/06/200823:31:00...

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01/06/2008 23:31:00 Chapter 4: Expanding the Industry Hollywood and the film industry are constantly changing and usually expanding  due to continual search for profit. Commercialization/Commodification     More commercialized through featuring products in film. More commodities are being produced in conjunction with feature films in form of  merchandise, as well as production of media products that flow out of primary film  commodity. Product Placement     James Bond-20 branded products Products deliberately placed in the film Companies pay fees for the product to appear Most-barter basis-companies supplying production and technical assistance. $120 million in advertising of film and product placement 1980s-product placement evolved. Even studios department specifically to product placement. Product Placement Types     3-visual, spoken, usage Visual-product, service, logo simply observed. Spoken-actor/off-screen voice mentions product Usage-actor actually interacts with product.  Usage is often both visual and  spoken. Products have moved into a more narrative role Difficult to estimate how much generated overall or even from product placement  deal-due to it varying
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Often product placement involves barter basis Paying for product in a film and promotion and market campaigns Producers=payment received Distributors=promotional campaigns, also the best part of the deal of product  placement Product placement with promotional tie ins=invaluable for films marketing  campaign Some deal with more elaborate corporate partnership.  Ex- Vivendi Universal with Toyota-across all of Universal’s businesses Toyota can use various Universal Properties such as character use. Coca-cola in Natural Born Killers-product with violent images, which can be bad  for the advertisement of the product. Product placement is not universal in the identifiable products o not appear in all  Hollywood films Potential source of production funding- more important that it contributes to  advertising and marketing of the film. The Studios     One executive assigned to product placement. This executive is referred to as “production resources” or directly “product  placement” The department is intermediary between filmmakers and corporate marketers Studio executives first step is to read and analyze the script, prepare and  breakdown the potential of product placement opportunities. In addition, the product team makes 2 lists of items needed for the show, 1
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Chapter 4 com 166 reading - 01/06/200823:31:00...

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