The advertisement and film industry work together since the beginning. First of all because all the commercial advertisement for TV are made in film and with the same technique as movies does. But now on day advertisement and the film industries are working more close to each other than any time before; Why? The answer to that is easy. When you go to the movies and watch a new Hollywood feature film, Do you pay attention to every detail in the movie? or just analyze the acting and photography?
Well if you start paying attention to other smaller details, you will find that branding and product placement is everywhere in the movies, from someone drinking a Coca-Cola. Someone using a Mac computer or an iPad. All this make a VERY important role in the financing of a new feature film; it doesn’t matter if it’s independent film or Hollywood big budget film. Both type of production uses a lot of branding and product placement as advertisement. They use this technique very organic, is not that you are going to see the big product shot as you see in commercial spots. But you will see it organic and natural as if you are in a restaurant eating and the person next to you is drinking that same Coca-Cola.
With the new documentary directed by Morgan Spurlock, Super Size Me, spends this recent movie focusing on exactly HOW important product placement is to movies today. From food to electronics to vehicles to accessories…product placement is everywhere in films of today. Spurlock does a great job here of walking the audience through the process of getting products into movies. Actually, he uses his own movie as an example…which is the reason for the creative title of his film.
It’s fascinating…it brings Hollywood to life as a living, breathing BUSINESS. Now, if you want to get your movie made, your main character has to use a Mac and drive a Chevy.
Does this mean the days where creativity and artistic integrity reigned supreme are gone? Would Hitchcock have gone for this? Would Wilder or Preminger or Capra or Ford or any number of film directors that made movies with heart and soul and not products? Well, Martin Scorsese, Clint Eastwood and Woody Allen are all still making films and somehow in the age of product placement, their artistic integrity still survives. It can be done…it’s just that creativity is now sponsored by JetBlue or one other brand you want in your film.