Sample Book Chapters
Chapter 4-Tie-ins & Prod. Placement
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With Hollywood ’s major studios spending billions of dollars annually on release prints and advertising in the United States and Canada
Film distributors turn to tie-in promotions, which are cross-marketing deals with consumer goods companies. In exchange, the consumer goods outfits get to associate their products with films, hoping that a little Hollywood magic will rub off.
Another type of promotion is the product placement, in which brand-name items are visible in the films themselves. Companies whose products are identifiable in films may provide some form of compensation, whether tie-in promotion support (promoting a movie in their own advertising), cash payments, and/or lots of free product to the film production.
Combining car, liquor, apparel and other categories can marshal upwards of $100 million in tie-in advertising support on a worldwide basis for big films, such as the James Bond spy thrillers. But there is a crucial distinction between advertising directed by the film distributor and ads of promotional partners. Film distributor ad campaigns present a creative message that is fully focused on the movie, unlike tie-in sport where the movie message piggybacks on the consumer goods ads and mostly builds awareness for a movie.
Consumer goods partners are particularly sensitive that their movie tie-in campaigns don’t push R or PG-13 movies to youngsters, after a 2000 report by the regulatory agency the Federal Trade Commission criticized film distributors for doing so.
The up-and-down nature of the film business is cooling enthusiasm by restaurant chains, which are more cautious than a few years ago about putting their weight behind movie tie-in promotions.
Interestingly, film executives say that, in most instances, when a recognizable product lands in a movie, it’s without a formal placement contract. The product simply fit the needs of the movie’s script. For example, the 1992 surprise comedy hit “Wayne
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Note: Book passages and tables are updated where appropriate, and some bridge text may be added to smooth transitions in the accompanying excerpt.
TABLE -- Types of Entertainment Promotions
+ Cross-promotions
+ Sponsorships
+ Sweepstakes/contests
+ Premiums
+
+ Direct Mail
+ Discount Coupons
+ Cross-merchandising
+ Licensed Property
+ Product Placement
+ Sampling
+ Rebate
+ Street Marketing
Note: Promotions for All Types of Entertainment