Zootopia Rocks The Box Office… And The Brand World
As of mid-March, Zootopia has grossed over $600 million worldwide, with $204.7 million in North America and $395.6 million in other territories. That’s a tremendous amount of money for an animated film, although not a first in the category – when it reached the $500 million mark, the film became the third consecutive Walt Disney animated film to reach the milestone after Frozen (2013) and Big Hero 6 (2014). Zootopia has been a wild hit with American audiences. Now it’s showing its stripes overseas, and has even set China’s box office record for top grossing animated film with $25 million made in a single day upon release. Disney is certainly not complaining!
But what makes this animated film unique to our agency is the sheer abundance of real world brands that have a certain play on their names, resulting in massive product placement. In this blog Hollywood Branded shares our infographic on the brands of Zootopia.
Faux Placement in ‘Zootopia’
Faux placement is the term used to describe these kinds of parody ads based on real brands. Even by just looking carefully at this exclusive new Zootopia poster from Disney, there are all sorts of visual jokes in the background of this lively Times Square-esque metropolitan intersection. For instance, the billboards pushing brands like Lululemmings (not to be confused with Lululemon) and Bearberry (not Burberry).
There are 17 brands that are depicted with a play on words and are renamed in Zootopia, including Preyda (Prada), Snarlbucks (Starbucks), Targoat (Target), and Zoogle (Google), etc.
Not only does the movie feature everyday brands, it also contains TV shows and movies titles featured as product placements, including Breaking Bad, and World’s Greatest Dad. Even real life mega-star Shakira has a role – as a gazelle. And apparently the gazelle is as glamorous as her real-life counterpart, modeling for Preyda (Prada) shoes and bags.
A Bit Of History Of Product Placement In The Animation Industry
Animation is an art form, but the animation industry is in the big business of making money. And sometimes product placement can help provide additional funds (a lot of times it is just done in trade). Or provide a platform for a brand to build a co-promotion around to help drive more awareness of the film while creating unique advertising content for the brand.
In the case of Zootopia however, these product placements are not truly brand driven – but chosen by the filmmakers for their fun and whimsical ability for name play and helping to make the film feel more real to audiences.
Real Examples of Animated Films & Product Placement
The record of product placement goes to the 2010 Oscar animated short film winner Logorama. It featured more than 3,000 logos and icons!
Some examples of fee and promotional driven deals in animated films include Universal’s animated feature Curious George and Disney’s 1988 animated feature Oliver and Company. The former had Volkswagen, Dole Bananas, and the U.S. Postal Service while the later had Coca-Cola, USA Today, Sony and Ryder Truck Rental. The films promoted the brands positively, and in return, the brands co-promoted the films.
Animated films provide a stellar opportunity for brands to reach moms and dads, on a positive – and very engaged – platform. Watched over and over and over and over and over and over by children at home after the DVD is released.
The Zootopia Infographic
Your Brand On Screen
Have you ever wondered how a comprehensive product placement program works? Or do you want to know how to create a promotional partnership strategy with a movie partner? This video will answer all of your questions as it shows the steps and processes taken by Hollywood Branded that lead to your brand increasing both consumer engagement and sales!