Four major problems in the film advertising market make brands fall in love with movies.

Film implantation marketing is no stranger in China, and the ways and strategies are more and more varied, but the integrated marketing of Chinese films is still in the workshop stage, which seems to be a win-win cooperation, but there are many unfavorable factors lurking. & ldquo; Film Marketing Strategy & rdquo; Round Table Forum was held at the Shanghai Exhibition Center yesterday afternoon, and many guests had a heated discussion on how to integrate the brand DNA with the natural plot of the film, so as to create a more harmonious platform for the relationship between the film and the brand.

strong > & ldquo; content is always king & rdquo; / strong >

strong > Jiang Defu, General Manager of China Film Marketing / strong >

the rapid development of Chinese film market is the fastest in all industries. in this development, how to talk about the relationship between brand and film? At the forum, Jiang Defu first listed a series of gratifying figures for the development of China's film market: from 2005 to 2009, China's box office experienced a rapid growth of 2 billion yuan to 6.3 billion yuan, and the number of audiences increased from 100 million to 200 million. the number of cinemas has increased from 1000 to 1600, and the number of screens has also increased from 2000 to more than 4700. However, Jiang Defu believes that while the film has developed so amazingly, it should not destroy the artistic creation because of the placement of advertising. & ldquo; We can not over-marketing, content for the king is always king. Movies and brands should go from acquaintance to acquaintance, and then to each other, not just based on money. & rdquo; Jiang Defu said.

At the same time, Jiang Defu believes that China's film advertising market is still quite chaotic. & ldquo;, I can summarize it into four points: 1, the ownership of copyright rights is not clear; 2, the management of patch advertising is often not standard; 3, the distribution of interests among film parties, copyright owners and cinemas is unreasonable; 4, the market situation makes the film side helpless. & rdquo; as a filmmaker Jiang Defu strongly called on the forum to introduce a rule of the game as soon as possible so that movies and brands can better fall in love with each other.

strong > & ldquo; Don't regard advertisements as having no place & rdquo; / strong >

strong > Mo Conson, Vice President of Professional Management, McCann International Group (China) / strong >

according to Morconson, product placement has a history of 100 years, and Unilever knew to put its own brand of soap in movies more than 100 years ago. & ldquo; so advertising placement is actually nothing new! & rdquo; Mockanson said. On the forum, Mockanson cited many examples of advertising implanted into films. For example, as early as the 1950s, the movie Roman Holiday had two advertisements, one for the VESPA and the other for Rome; in the 1960s, the movie James Bond also included the implantation of brands such as the Aston & middot; Martin sports car and Omega watches. From various cases, Mockanson divides the implanted advertisement into four types: scene implantation, dialogue implantation, plot implantation and image implantation. These methods can be found in Feng Xiaogang's films "No thieves in the World", "Mobile phone" and "if you are the one" directed by Feng Xiaogang. & ldquo; these ad placement are not rigid, but add icing on the cake to the movie. & rdquo; Mockanson said.

strong > & ldquo; brand advertises movie content & rdquo; / strong >

strong > Xiang Ming, Vice President of time net / strong >

Xiangming may have the most say in film advertising placement, because in his career, he has worked as both a producer, an advertiser and a brand. In the forum, Xiang Ming used a reverse thinking to talk about the issue of film advertising placement, he believes that many times the film content may also become the advertising content of the brand. After citing the film Avatar as a global hit, a tribe in India used the film to post an online ad for ldquo; to ask Cameron & rdquo;. In addition, the contention between Zhangjiajie and Huangshan & ldquo; Hallelujah Mountain & rdquo; prototype event is also one of the typical cases. So Xiangming thinks: & ldquo; when the movie and the brand blend well, there will be a good chemical reaction. & rdquo;

strong > & ldquo; local brands can also work with Hollywood blockbusters & rdquo; / strong >

strong > Liu Silu, President of Audio and Video Factory / strong >

not long ago, Liu Silu successfully promoted the collaboration between Meter & middot; Bonway and the movie Transformers, a case that pioneered the placement of advertising in China. Liu Silu believes that if a local Chinese brand wants to plant a Hollywood blockbuster, the first thing you need to know is what you want from it. & ldquo; Meters & middot; Bonway has a very clear train of thought, they proposed that & lsquo; variant to see me & rsquo; advertising slogan and commercials, and designed a lot of Transformers T-shirts, it is these simple T-shirts sold a lot of money, and finally achieve a win-win brand image and sales. & introduced by rdquo; Liu Silu. In addition, another reason for Liu Silu's analysis of the success of this cooperation is that Meters & middot; Bonway is Paramount's official partner, & ldquo; it can use fragments from the movie Transformers to promote its own brands and products, which is also an important factor to promote the ultimate success of the cooperation. & rdquo;

strong > & ldquo; ad placement is a headache & rdquo; / strong >

strong > Zhang Yang, director / strong >

Young director Zhang Yang, who made Spicy Hot Pot in Love and self-driving, often comes across ad placement. On the forum, he confessed: & ldquo; this is a headache. & rdquo; as a director Zhang Yang recalled that the investment cost in the early shooting of films was small and the channels for promoting films were also very single. however now the promotion channels of films become more diverse because of the implantation of brands but problems arise as the times require. & ldquo; for example, my movie "self-driving" is a film about cars, it should be said that it is reasonable to work with car brands, & rdquo; Zhang Yang said, & ldquo;, however, in the course of negotiations, we encountered many problems, such as the exclusive requirements of the brand and the inconsistency between the car and the role. & rdquo; Zhang Yang has always admitted that this ad placement is a failed experience. However, Zhang Yang adheres to one principle: the brand products implanted into the film, like the selection of actors, must conform to the positioning and content of the whole film.