Product PartnershipsJ412/512 US Film Industry

Nov 7, 2013

Product PlacementWhat do you think about product

placement in movies?

Write down a few examples…

Product Placement

Merchandising

Cross Promotions and Tie-ins

http://www.youtube.com/watch?v=KjB6r-HDDI0

The Ford Mustang and I Am Legend

https://www.youtube.com/watch?v=AbcnWCJORIs

Top brand = Apple(followed by Nike, Chevrolet and Ford)

When product placement is faked?

Fictional brands brought into existence?

Is no product placement possible?

Product Placement

Marketing CampaignsPartial case studies

The Lorax What is this book

about?

Turning into a movie

Produced by Universal Studios

How to promote?

Nearly 70 partners• Mazda Crossover SUV,

Whole Foods, Stonyfield Farm, HP, Doubletree Hotels, IHOP, Seventh Generation, etc.

Article: http://www.motherjones.com/blue-marble/2012/02/lorax-blowing-smogulous-smoke

http://www.youtube.com/watch?v=gjRisj1vaDo

Petition “We were excited for The Lorax

movie to come out in March, but when we went to the movie website, there was absolutely nothing about saving the Earth which is what Dr. Seuss wanted us to learn. The site is more about selling tickets. The trailer did not include much about the environment, either! We think Universal Pictures needs to “green up" this website.”

http://www.youtube.com/watch?v=io_JAgY6NWE&feature=youtu.be

Man of Steel• Produced by

Warner Bros.

• Most product partnerships ever

• $225 million budget

• $160 million in product partnerships

"When filmmakers care most about the products they hawk, audiences will stop

caring about the films.... The more a movie resembles a plaything or a theme park ride, the more easily it is cloned and copied until

it loses any compelling spirit of its own.”

Janet Maslin (New York Times, May 2, 1999)