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Film Advertising Era 3.0: Brand Integration In Feng Xiaogang's Movies

Posted by Hollywood Branded Inc. on December 31, 2013 at 2:46 AM

New industry Expansion: Chinese Brands Rapidly And Abundantly Featured In Hollywood Films
 
In 2012, China was ranked the world's second largest film market, and by this year, 2013, the development has shown tremendous growth.  The next full year is expected to exceed 22 billion yuan at the box office, making the Chinese market extremely important and one that the world's film moguls should not overlook.

Money Not The Key; Hollywood Productions Prefer Brand Integration As Chinese Element
 
The Mainland film industry began to expand outwards with the Wanda acquisition of U.S. AMC Cinemas, TCL title Hollywood Chinese Theatre and also, as a result of a series of Chinese companies operating on the capital level. This is an example of the strong momentum of China's capital in overseas film industry. This year, Chinese brands have begun to fast bulk implanted Hollywood. For example, "Transformers 3" implanted "lactose milk"  in 2013, then we have "Iron Man 3", "Smurfs 2", and other blockbusters.  A lot is coming up in terms of Chinese advertising.
chinese_milk
 
Many of the Chinese brands, as compared to the rigid implants in Chinese-made films, prefer imported piece of film advertising, and often the story fits right. This is largely because during the embryonic stage in the script, you find that the film side and the brand side begin a collaboration. For example, the Chinese companies brands that contributed to the "Transformers 3" had movie scripts long before the movie release year.
 
The Hollywood film side for implant brand has strict requirements. Hollywood Branded Entertainment Marketing Company CEO, Stacy Jones, revealed that the Hollywood film side when looking for partners is often more selective, and any inconsistency found with fundamental qualities of a film are never considered.
 
Aside from the depth of the run from the script stage and the brand side, the Hollywood filmmakers for placement have to have a professional attitude.  They aim at securing the implant without giving up the quality of a film.  Many times you find that the contention is, where to place the product information?  Jones says, brands argue that, "Product information and positioning promised to give us a proper scene."  How to make the product appear consistent with the storyline is very important.  Hollywood's creative staff insist that, "If you sign a contract with them, a brand must appear in a specific shot and scene, or otherwise they refuse to work with you."
 
Wang Yi-fei on the other hand thinks that this strategy is not good at all.  There should be less emphasis on product placement in Hollywood films, and let the Chinese brand for them, making sure that there's more of Chinese elements, with a Chinese legend or superstar.  
 

 
行业新扩张:中国品牌快速批量植入好莱坞电影

钱并非万能钥匙 片方更想把广告当成中国元素
 
2012年中国跃居全球第二大电影市场,2013年发展依旧势如破竹,全年电影票房有望突破220亿元,成为全世界电影片方都不容忽视的重要市场,好莱坞大片纷纷抛来橄榄枝,不断植入中国元素。内地电影产业也开始向外扩张,万达收购美国AMC院线、TCL冠名好莱坞中国大剧院……中国企业一系列资本层面上的操作已表现出中国资本在海外电影业发展的强劲态势。在今年,中国品牌也开始快速批量植入好莱坞大片。如果说当年《变形金刚3》植入的“舒化奶”令人惊讶外,那么在2013年,包括《钢铁侠3》、《蓝精灵2》等在内的多部好莱坞大片,都能看到不少中国广告。
 
尽管都是中国品牌,但相比较在国产片中的生硬植入,进口片的广告往往生动有趣,与剧情贴合紧密,这很大程度上是因为在剧本草创阶段,片方就已经和品牌方开始了合作。曾经促成过《变形金刚3》等中国广告植入的业内人士透露,早在电影上映一年之前,中国公司就已经拿到了影片剧本。除此之外,好莱坞片方对于植入品牌也有着严格的要求。好莱坞知名娱乐营销公司Hollywood Branded公司负责人斯黛西·琼斯透露,好莱坞片方在寻找合作伙伴时比较挑剔,不符影片气质的根本不予考虑。
 
除了从剧本阶段就与品牌方深度磨合外,好莱坞的电影工作者对于植入广告的态度也更加专业,宁放弃植入也要力保影片质量。“他们会说,把产品的信息和定位告诉我,我们尽量给你想一个合适的场景。”琼斯表示,如何让产品的出现符合故事剧情十分重要,但是好莱坞的创作人员并不接受建议或者硬性规定,“如果你跟他们签合同,一定要某品牌出现在特定的镜头和场景里,他们会拒绝和你合作。”
 
对此,王一飞也认为这个市场并不好做,“其实好莱坞影片不太重视植入广告,中国品牌对他们而言,更多的是当做一种中国元素,跟中国明星、中国场景起的作用一样。另外,好莱坞特别注重品牌的信誉度,像《蓝精灵2》的片方最为重视这种日化产品的安全性,但他们并不了解中国品牌,于是我们花费了大量的时间和功夫,才消除了片方在这方面的顾虑,最后成功将中国洗手液植入其中。”
 

下一页:行业未来:以票房为基数进行广告付费有望成为新行规


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