New marketing concepts, popular product placement advertising should not cause disaster

this year, the popularity of New year's movies has become a major sight in the cultural market, delivering a ray of sunshine to the business community, which is suffering from the financial turmoil. However, the ubiquitous product placement of Chinese New year movies has also triggered a continuous concern and debate. Such as "Love left and right", "Peach Blossom", "if you are the one", "Women are not bad", "Witness", "Big search", "Crazy Racing", "Dragon and Phoenix" and so on, there are at least one or two or more than a dozen implanted advertisements, from real estate, villas, computers, mobile phones, cars, motorcycles, airlines to clothing, bags, tobacco, drinks, jewelry and bank cards. It makes people feel that the film market competition may be slowly turning into an advertising war, and people inside and outside the circle are deeply worried about this.

with the development of the film industry, the competition between films is no longer limited to the box office. In the new marketing concept, the film industry chain is extending, and the box office even retreats to advertising sales, copyright trading and derivative product development. As a new value-added mode, product placement is also adopted by more and more producers. Because of the great potential of the film consumer market, and because the audience is restricted by the non-selectivity of the special environment of the cinema, the film placement advertisement has the least information loss compared with the print media and television media. and the entrainment product can be accepted by people unconsciously, which is easier to make the audience group consistent with the brand consumption trend, which determines the huge potential benefit of product placement. Although the cost of product implantation into the film is very high, it is more economical than TV advertising, more hidden than traditional cinema sticker advertising, and more in line with business strategy, so it is highly respected and favored by film investors and advertisers. From the appearance of the recessive advertisement of gin in the African Queen in the 1950s to the great success of the hidden advertisement of a brand of chocolate beans in's "Alien", there are more and more implantable advertisements in the film, and the means are being renovated day by day. In Hollywood, where the film industry is skillful, the film box office only accounts for 1x3 of the total revenue, while business sponsorship, placement advertising and other forms have become an important source of income for film products. The production company even has a special responsibility for contacting film hidden advertising agencies in order to find opportunities for products to be implanted into films. In Europe, film placement revenue is also very rich, according to the latest evaluation report released by Fremantle Media, European film placement revenue will exceed 100m this year and next.

in China, Feng Xiaogang started the first film product placement from "endless" to many films such as "Big shot", "Mobile phone", "No Thieves in the World", "if you are the one" and so on, and gained a lot of commercial benefits, which led to other films scrambling to emulate. It is reported that the placement of ads for "if you are the one" accounted for half of the film's investment, and "Love left and right" recovered the full cost by planting ads before it was released. However, because many film products are implanted in a simple, direct and concentrated way, they are either seriously divorced from the plot, or make all kinds of nonsensical moves for no reason, or bluntly and unreasonably lengthen the film lens, giving people a feeling of being forced. If you spend money on advertising, the audience will not buy it, and questions and condemnation will follow.

We can understand that in order to reduce costs and investment risks, film producers ensure that the capital chain is not broken and promote film profits by planting advertisements. Although there are many helplessness, it is also imperative. However, how to artistically deal with the relationship between implanted advertising and film art, and how to integrate advertising naturally, appropriately and silently into the film plot, scene, dialogue and characters' preferences, so that the audience unwittingly and willingly identify with these fashion brands is the biggest problem facing film product placement advertising. How to integrate the implanted advertisement and the film organically, which not only meets the needs of the plot, but also does not cause disgust to the audience, which is a huge test of the director's ability and puts forward updated requirements. There is a question of moderation. Moderate handling can achieve a strong combination of film brands and product brands and achieve win-win results; if mishandled, the two damage each other, which not only affects the credibility of the product, but also spoils the appetite of the audience. Some people assert that product placement is like walking a tightrope in the air and requires absolute skill, and if viewers suddenly realize that they are watching an elongated advertisement, then the work will become the victim of a very bad product placement.

therefore, we should not only remain cautiously optimistic about film placement advertising, but also keep a clear head on the existing problems. The overuse of implanted advertisements in some films has begun to make films more and more like advertisements, or advertised films. If they are allowed to run rampant, the market appeal of films will undoubtedly suffer. Is there any fool in the world who is willing to spend money to find pain?!