CHM 592 Lecture Notes - Lecture 13: Mcmuffin, Product Placement, Negative Cost
24 Jun 2016
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Branding = a plug where a celebrity gives some testimonial to the product on camera: a star saying i really want an egg mcmuffin . Product placement = the inclusion of a brand name, logo, insignia on camera: having the actors eat at mcdonalds. More than 100 agencies for branding and product placement: middleman between the sponsor and the studios. This has gone on since the beginning of motion pictures. Increased its importance over the years because of the big dividends gained by the manufacturers. Prominent today because people skip over commercials as much as they can (not fond of traditional advertising: but you are forced to see product placement and branding when watching something, no way around it. Typically 3-4 product placements in a film. The money from product placement goes to the studio to reduce the negative cost, not to the director or actors etc.
