It has become a new phenomenon to make films and implant advertisements for the promotion of goods

< strong > < / strong > on the 6th of last month, Jia Zhangke's new film "a tale of 24 cities" was released nationwide. This film, which reflects the rise and fall of state-owned enterprises, has been highly praised by many film critics. Many audiences feel that this film is a very good literary film. After watching the film, they are also moved by the film for a long time. But you know what? The film itself is a big advertisement& ldquo; Twenty four cities ” It was originally the name of a real estate, which is found in Chengdu, Chongqing and other places. The shooting of the film "24 cities" was also sponsored by the real estate

The reporter called Chengdu “ Twenty four cities ” Sales Office. The staff told reporters that after the film was screened, “ Twenty four cities ” The local popularity and reputation of the project have been greatly improved, and the sales situation is better than that of other buildings. From “ Twenty four cities ” It can also be seen from the publicity materials of the project that the 24 cities, directed by Jia Zhangke, was launched on April 2, 2007, and was listed as a crucial part of the project. Jia Zhangke did not shy away from this point. He once explained that "24 cities" has become a controversial project since its inception because it was sponsored by a large group, “ But I like this challenge very much, because it breaks people's concept. Avoiding business and reality is a courageous practice. I'm not afraid that others say this is an advertising film or very commercial. I don't refuse to shoot advertisements, but what I shoot first is what I am interested in and feel. I won't abandon my principles& rdquo;

According to miss Dai, the publicity director of Jia Zhangke company, the investor took the initiative to come to the door, “ Our film can meet their higher demands, and the film content is embedded with the director's ideas. No one will simply think that this is an advertising film &rdquo

keep talking is a big mobile advertising

At the end of last year, the Hong Kong film "keep talking", a remake of Hollywood's original "a glimmer of life", was accused of being more like a mobile advertising film. In fact, the shooting of the original novel "a glimmer of life" was also born of advertising. In order to promote a classic mobile phone, a mobile phone manufacturer did not hesitate to spend a lot of money to create an advertising film "a glimmer of life". In the story, the hero's rescue of the heroine was completely achieved with the help of this mobile phone

This mobile phone has become a 3G mobile phone of a domestic brand in "keep talking". In the whole film, the call function, image processing function and download function of this mobile phone &hellip& hellip; Have been displayed in all directions, and have been smashed. When Feng Xiaogang implanted a mobile phone advertisement in the film, he just directly inserted a lens of the mobile phone (of course, many people think that this lens is dispensable for the plot), but in "keep talking", the mobile phone is a necessary prop. Without the mobile phone, the heroine big s will be finished, and the hero Gu Tianle will not be a hero. It is reported that after the film was shown, the sales of the brand's mobile phones rose across the board

Aihu 2 is built for cars

Compared with the literature and art in the plot of "24 cities", the wonderful plot of "keep talking", the “ Born for advertising ” It's more direct. The New Year movie created by an automobile brand for new cars has gathered a large number of domestic first-line artists, but the plot is to find a partner for a red car in the final analysis

Different from the previous two films, this model has deeply affected the tone and style of the film, and the promotion of the story also closely follows the connotation of the new car brand. Statistics show that within 10 days of the launch of the "Aihu 2" talent show, the sales volume of this car reached 7000, and the car quickly became a new star in the car market

In fact, the predecessor of "Aihu 2", call of fate is a film born for advertising. Several stories in the film will introduce various businesses of a mobile phone operator in detail. Sun Jianjun, President of Peggy Taihe global media, the investor, revealed: “ A large company invited Feng Xiaogang to shoot an advertisement and Yao Ming. It spent tens of millions of yuan to broadcast it on CCTV for more than 100000 yuan. The advertising broadcasting cost will be oneortwo billion a year. In contrast, the investor and we cooperated in this film, with little money invested, but the impact is not comparable to that of ordinary advertising, not to mention that we have recovered our investment& rdquo;

　　“ Advertising film ” It's an imported product

It's really a great idea to shoot a movie for advertising. At present, there is not much real practice in China, but it is not new in foreign countries

Hollywood has long known the truth of gathering money before making movies. Therefore, movies made entirely for advertising have long existed. In the early 1980s, in order to promote a car deformation toy, the American toy manufacturer produced the animated film "Transformers", which injected the soul into the cold machine toy. At the same time, transformers sold well all over the world for more than 20 years. The screening of the live action version of "Transformers" in 2007 once again aroused a toy buying boom. For the same example, after toy story was broadcast, toys “ Mr. potato ” Sales soared 45 times. Barbie series movies are also very good. These movies are almost entirely built to promote Barbie dolls. In almost every movie, new Barbie dolls will appear, so as to accumulate popularity

survey

Set “ Advertising ” It's not a trivial matter to become a movie. Producers, audiences and management departments will all be involved. So, what do they say? Reporters interviewed them separately yesterday

producers: Chinese films need big money

Sun Jianjun, President of Parker Taihe media: Chinese films need “ Big money ”, The total volume of China's film industry is only 2.3 billion a year, less than a fraction of the profits of some large companies

Gao Jun, the president of Beijing new film Federation, said: advertising placement in films is actually a strong combination of brands and brands, which is “ Win win &rdquo

Miss sun, publicity director of Paulie Bona: the audience only watches the story of the film. As long as the advertisements do not affect the viewing, the more the better

management department: no special restrictions

Kang Jianmin, vice president of the China Association of Filmmakers: at present, in the management of films, patch advertising is not included in the censorship of the film itself. As for the films produced for advertising and the placement of certain advertisements in films, there are no specific regulations to divide and manage them

audience: there are different opinions about everything

Miss an (22 years old, college student): I think it doesn't matter if it's an advertising movie as long as it doesn't affect the brilliance of the film. In fact, the advertisements in some movies do have an impact on me, such as what brand of bag the heroine uses, what new mobile phone, if it is beautiful, I will want to buy it

Mr. Liu (36 years old, white-collar): there should be a limit to film advertising, and the state's review of film advertising should also be divided in detail. If the film is simply shot for advertising, why should the audience pay

Mr. Sun (45 years old, civil servant): when we spend money on watching movies, we should ensure the quality and time of film screening. If we implant film advertisements so naked, we will feel cheated after watching them