Product Placement Product placement had a large role in our role film trailer. Making subtle appearances of brands throughout any piece of media, (in this case our film trailer) is an effective marketing strategy for business' to promote their brand and products to audience members. For example, in 'James Bond', Aston Martin and Land Rover are used as product placement whilst featuring as the hero's transport. Using such expensive, high-end, luxury brands attracts a wider audience of individuals who may decide to watch the films in love for the brands advertised, as these are two well established brands who have a firm brand loyalty and brand reputation. Those who love the brands, or wish to be associated with the brands will share their opinion with friends and family, becoming the opinion leader, which reaches out to other individuals who may be interested in watching the film, increasing audiences (2 step flow theory). Featuring brands with a high reputation can also increase audience expectations of the film as audiences will expect the film to have a high budget, and therefore the money to feature impressive aspects such as SFX, which in turn may attract more audiences. James Bond's phones also happen to made by the very company that is distributing the film, 'Sony.' This is effective in financing the film because Sony would have paid James Bond to feature their brand in the film, in addition to Land Rover and Aston Martin doing the same, thus increasing revenues and finance available. In particular, Sony being the film's distributor, if their brand advertisement in the film caused an increase in the sale of their Sony products, they will have more revenue to distribute the film wider, reaching more audiences, which will in turn also increase profits for the film.
Product placement is viewed as controversial by many because it can be seen as anti-competitive due to large companies taking over and dominating the products advertised in films, such as Land Rover in James Bond (as shown above). This is because it is only the large companies who can afford to pay film producers the excessive fees of showing their product in films, meaning audiences loose the opportunity to see a range of small and large products advertised. Characters in the clip below,"Wayne’s World” are making fun of films who use product placement.
Product Placement used in our trailer:
1) Landrover In our trailer, Becki is kidnapped and forced into a car. This car is a Landrover 110 and is shown in numerous shots.
2) Converse Becki is shown wearing Converse in multiple close ups and long distance shots.
3) Apple - Iphone and iMac Pro Becki's brother and the kidnapper is shown using their mobile phones, both of which are iPhones.
4) Audi A long shot of Becki leaving the house features an Audi A1 parked central to the frame.
5) Sainsburrys A close up of the mother pouring a glass of orange juice highlights the Sainsburrys brand.
6) Yankee and Volkswagen Numerous shots of the Yankee car air freshener and Volkswagen car logo on the steering wheel were seen in the scenes of Max driving to find Becki.