From Hollywood to the World: When the Movie is Part of the Brand

Tuesday, April 29, 2014, by Eliane Karsaklian

HollywoodIt all started with products placements in films. Day-to-day scenes were depicted in Hollywood films during which we could see the actors consuming real brands. Such an international marketing communication strategy led up to creating brand awareness, brand image and willingness to buy such brands because consumers wanted to identify themselves with their heroes.

Product placement in movies attracts people to such products because they create an extension of the captivating environment created by the film where the actors experience so many emotions and exciting situations. By using product placement in movies companies don’t tell people to buy their products; they show how, when and who should consume them. Better yet, when the film is broadcasted internationally, there is no need of spending money in market research  and adaptations of the communication strategy. One size fits all. Same film, same actors, same situations, same products, same brands.

Moreover, Hollywood was the best vector for propagating the American Way of Life worldwide. Of course, TV shows such as Friends, Sex and the City and more recently the Big Bang Theory are also wonderful ways of allowing people from all around the world dream the American Dream. But in the movies, the consumer is totally focused on what he/she sees. It is dark, loud and there are no other distractions. What is seen is easily memorized. It is an efficient way of reminding people that they should drink Starbuck’s coffee, wear Converse sneakers, drink Bud Light, have an iPhone, and eat at the Cheesecake Factory.

Nothing new so far. What is new and amazing in this industry is that now movies are created to promote a specific product. Now the movie is part of the brand and not the other way around.

For instance, The Internship, starring Vince Vaughn and Owen Wilson, was launched in June 2013 and it is all and exclusively about Google. It is a 119 minutes zoom into the Google life with a $58 million budget and a $91,972.764 box office.

Another example is the Lego movie launched in February 2014 with a $60 million budget and a $444,765.392 box office. Here again, the company found the best way to show the whole range of products, from Duplos to Technic, by just creating a story around them and having the well-known Will Ferrell starring in it. It is a 100-minute animated film featuring all types of characters that can be made out of Lego bricks, including Batman, Harry Potter, among others. The whole movie leads to the conclusion that children should be free to play with Lego bricks as they wish, in a dynamic rather than in static way.

What a story!

  • richasingh

    Yes the same trend can bee seen in bollywood movies as well.