One of the early examples of product placement in the cinema that the book cites is of an Air France plane in the opening of Henri Decoin’s Razzia sur la Chnouf. The name of the airline is also mentioned by one of the characters later on, and written on a telegram shown on camera, narrates Lehu.

“Placement may be a logo, a brand name, a product or its packaging,” he explains. “In its least elaborate form, it merely allows for the appearance of a brand or product on screen. In its most effective form, it is so integrated into the storyline that its presence seems logical, even indispensable.” For the latter, Honeymoon may be an example, because the movie is about six couples on a four-day schedule, riding the bus from Mumbai to Goa.

Marrying movies and brands can work both ways. While a brand can contribute to a film’s entertainment by entering it, there is a danger of ‘hijacking the film or even a simple scene to turn it into an advertising spot’, in which case the emotional link may get snapped, cautions Lehu.

A book that should find a place in the brand manager’s shelf.

D. Murali

http://BookPeek.blogspot.com

More Stories on : Books | Book Mark

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page