There is a Lexicon of Wisdom

Posts tagged ‘movies’

This Title is For Sale




Morgan Spurlock, director of Super Size Me, is at it again. This time he has stepped into my arena. His new movie, POM Wonderful Presents: The Greatest Movie Ever Sold, takes an inside look at advertising, marketing, and product placement. I would love to sit here and tell you about the movie, but instead I’m going to let Spurlock do it himself. Below are videos for the trailer of the film and Spurlock’s talk at TED. His TED talk is 20 minutes long, but I promise that it flies by and is both entertaining and informative. A little surprising spoiler from his talk- when he asked four advertising executives from Ban deodorant how they would describe their brand, none of them could. I know that I don’t have any real world experience, but I’ve been taught that no marketing can take place without a strategy statement or plan, which should include a brand identity. I found this amazing.







When I think of product placements a handful of movies instantly come to mind. Number one in my mind is Talladega Nights: The Ballad of Rick Bobby. It features 96 different product placements, and the top 3 products (Wonder Bread, Perrier, and Old Spice) appear in the film 90 separate times. The most memorable product placement scene for me is the dinner scene!





Next in my mind is Josie and the Pussycats. This film ends up being about product placement in movies, but that isn’t obvious until the end. Until then, the movie is just awkward. Unlike most movies with product placement, Josie’s products were put their for free!





The Book of Eli, stuck in my mind because the obvious product placements keep taking me out of the movie. In the middle of a post-apocalyptic world, are all of these brands. I had to Google most of the brands in the movie after having not watched it in so long. Some of them are- Motorola, Busch, O Magazine, GMC, and Puma. The only brands that stuck with me were the ones that were integral to the story line such as Apple iPod, Beats by Dr. Dre, Ray-Bans, and Oakley. Martin Lindstrom discusses this in his book, Buyology. If a product is not important to the story line, or used in a meaningful way then it is not remembered. This is also seen in E.T. They are credited with saving Reese’s Pieces! The producers originally wanted M&M’s as the hard candy that was used to catch E.T., but M&M passed on the product placement opportunity. Reese’s Pieces, who was on the way out, jumped at the chance and the brand became bigger than ever!
If you want to see the product placements in your favorite movie check out, Brand Channel. In the meantime here is a list of the 96 products featured in Talladega Nights! How many do you remember seeing?



3M
76 Lubricants
ACDelco
Advanced Auto Parts
Applebee’s
Baby Einstein
Baccarat
Bain de Soleil
Bell
Bennigan’s
Big Red
BOSCH
Budweiser
Bushnell
Cadillac
Caterpillar
Checkers
Chevrolet
CitiFinancial
Coco-Cola
Commit
Coors
Country Crock
Craftsman
Dickies
Dodge
Domino’s Pizza
Dynacorp
EA Sports
ESPN
FedEx
Fif Newton
Food Lion
Ford
FOX
Gillette
Goodyear
GQ
Halliburton
Hardee’s
Havoline
Honda
Huffy Bicycle Company
Hummer
Jenga
Jesel
Jim Bean
Kentucky Fried Chicken
Kodak
Lowe’s
Lucky Charms
M&M’s
Mac Tools
mbna
McDonald’s
Michelob
Miller
Mobil
Mopar
Motorola
Moutain Dew
MTV
NASCAR
NBC
NetZero
Nextel
Old Spice
Pepsi
Perrier
Playgirl
Powerade
PUMA
QVC
Rally’s Hamburgers
RE/MAX
Shake ‘N Bake
Sharpie
Sony VAIO
Sparco
SPEED Channel
Sprint
Subway
Sunoco
Taco Bell
TAG Heuer
Target
Tide
Tylenol
United Auto Workers (UAW)
USG
Vanson Leathers
Visa
Waffle House
Walmart
Winnebago
Wonder Bread

Kevin Smith- Writer, Director, Social Media Genius

I feel that before you read this post, I should tell you that it covers a subject that I am a huge fanboy (err…fangirl) of- Kevin Smith. Kevin Smith has what I would consider a cult-like following. He began as an indie (of sorts) filmmaker in Red Bank, NJ. His first film was Clerks, which he shot for a mere $27,575 (having to sell his prized comic book collection and max out multiple credit cards to acquire). Clerks was a success and Smith was able to sell the film at Sundance.


While I could go on-and-on about Smith’s body of work, I won’t. I’ll skip it and get to my point. Although, please indulge me long enough to mention that Dogma is not only my favorite movie of his, but my favorite movie- ever. Period, end of discussion.


Now, getting to my point. Smith has directed 9 movies since Clerks. His latest movie is Red State. Red State has a great cast- Michael Parks, Ralph Garman, Melissa Leo, John Goodman, Kevin Pollak, etc…This movie seems to be a far cry from his normal foul-mouthed, joke filled movies starring Jay and Silent Bob. Red State is a horror movie loosely based on the Westboro Baptist Church. He not only threw his normal movie blueprint out the window, but tossed the normal marketing plan as well.


The movie cost $4,000,000 to make. That is a very low figure for a movie, especially when you look at blockbuster movies such as the $500,000,000 Avatar, or even lower budget movies such as No Country for Old Men ($25,000,000). Basically Smith didn’t want a production company to attach millions of dollars to the film in a marketing effort, when he had to fight for the money to make the movie to begin with. He recently took Red State to the Sundance Film Festival, where production companies believed the movie would be up for an auction type sell. Instead, Smith purchased his own movie for $20. Smith intends to distribute his film through his newly created company, SModcast Pictures.


Smith said, “We believe it’s a pyrrhic victory to simply “buy” an opening weekend by pouring millions of dollars into TV spots, billboards and print ads. As storytellers, why not instead use our creative abilities that resulted in a film in the first place to also creatively SELL that film directly to our public?” Instead Smith is going to “self-distribute our film, Red State, in an admittedly unconventional, yet extremely cost effective, word of mouth/viral campaign.” (The above quotes have been taken from The Red Statements).


And that FINALLY brings me to my point! Kevin Smith has long used the internet to self-promote himself and his endeavors, however in the last year he has taken his use of social media marketing to a new level. In 2007, Smith debuted a weekly podcast (SModcast) that he does with his producer and longtime friend, Scott Mosier. In 2010, Smith created a podcast network that features 9 weekly podcasts as well as intermittent podcasts. One of his podcasts is all about the making of Red State! New podcasts are also being added constantly. But more than anything, Kevin Smith is an avid Twitter user! I follow many celebrities and he seems to be one of the few that “get it”. Twitter is a conversational tool, and he understands that. He doesn’t just post things, he engages in conversations with his fans. In 2009, Smith held an uninterrupted 24 hour Twitter based Q&A! I will admit that I read every single one of his answers.


Smith plans to use his understanding of social media and his built-in cult-like fanbase to marketing Red State without a huge marketing budget that a mainstream studio would have funded. He is engaging in a viral/word-of-mouth campaign that is unlike anything seen in the movie industry. Red State will release to theaters October 19th, but in the meantime Smith is holding special viewings during his Q&A tour throughout March. (I have a ticket to the March 14th showing in Springfield, OH). The sale of tickets to the special screening, along with merchandise sales will help fund the print making for the film to be distributed to more theaters. According to the film’s site, the per-print cost is roughly $2500, so for a 1000 print run, they will need approximately $2.5 million. That is a lot of money to acquire from a word-of-mouth campaign, but I have faith that if anyone can do it, it is him. He just gets social media!


Maybe this blog can help him.

To purchase tickets to the early screenings of Red State visit- http://www.coopersdell.com






Red State Trailer-

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