Why should audiences pay for advertising in product product marketing?

"The Founding of a People's Republic" counts stars, and Du Lalali counts advertisements. At present,"Tangshan Earthquake" has been criticized for too many placement advertisements. In response to recent public opinion reports that there are too many patches and placement advertisements in the movie "Tangshan Earthquake", Zhang Hongsen, deputy director of the Film Bureau of the State Administration of Radio, Film and Television, recently said that cracking down on piracy is an effective way to solve this problem. The reason is that some current movie investors and producers are worried that films will be pirated and reduce profits. They have moved late-stage distribution and development in the film industry chain to front-end production links, and increased patches and placement advertisements to ensure profits. Previously, director Feng Xiaogang also said that China's film industry chain is inherently weak, and placement advertising is the only link other than box office revenue. It allows us to continue making movies, otherwise the movie will die! If everyone stopped watching pirated products, product placement would not exist. There are many implanted advertisements, but they are actually forced to the brink of piracy?

   Has advertising become a necessity for film creation“”?

   From clothing and jewelry to food and drinks, from mobile phones and computers to motels, the movie "Du Lala's Promotion", which recently just exceeded 100 million yuan in box office, has once again pushed implant advertising to the forefront. However, the film's director Xu Jinglei's attitude is surprisingly calm: the more advertisements you place, the better, how much face it will be!  rdquo;

The movie "Du Lala's Promotion"

   Movies have face, but the audience is not interested. Take "The Tangshan Earthquake" as an example. The film was very moving and there were many tears. But imagine that I was wiping away my tears when I suddenly saw a certain brand of mobile phone and a certain brand of liquor in front of me. Will the tears continue to flow, or will it stop abruptly?

   In 2001, Feng Xiaogang described a ridicule farce about product placement in "Big Shot" by simulating the funeral of a dying big shot. When classic words such as Sogou, Biao donkey, calcium supplementation, but seeking the most expensive, not the best, etc. appeared in "Big Bang" one after another, the audience once smiled. Unexpectedly, this farce of product placement is now being staged on the big screen in China.

   From "Big Shot" and "Mobile Phone" to "If You Are the One" to "Tangshan Earthquake", Feng Xiaogang has become the king of film placement advertising. More and more films are also embarking on this road to wealth. Domestic films such as "Crazy Rock","Love Call Transfer", and "Mars Is Nothing" have implanted various product advertisements in their films. In "Du Lala's Promotion", Du Lala alone has more than 50 sets of fashion, and these are all advertisements.

   Although the extent of implantation is controversial, many film dealers are still eager to do so because it can bring huge profits. In just four or five years, the placement of advertising in China films has evolved from a stumbling start to a flood. "Du Lala's Promotion" has set a new record. The income from placement advertising alone has recovered two-thirds of its investment cost. The industry even predicts that domestic films will enter the honeymoon period of advertising placement. It is said that a set of software that can analyze the commercial value of scripts and advertising placement has also been developed. In just five and a half minutes, the software can prescribe a prescription for films: this place is suitable for dry white, and that place is suitable for mid-range cars.

   Implant marketing originated in Hollywood, which is the most commercialized, and entered China in the early 1990s with "Story of the Editorial Department." As it becomes increasingly popular, especially when it has become suspected of being a necessity for film creation, an in-depth understanding of its laws, pros and cons is urgent.

   Why should viewers pay for advertising?

   Why should we pay to buy tickets for the audience who enters the theater to watch advertisements because they are pirated? Is it because pirated discs have disappeared, and all movies no longer have patches and product implants? In response, netizens issued serious protests one after another.

   If no pirated discs appear after the release, what should we do with the increased advertising revenue? Can we compensate the audience?& rdquo; Some netizens questioned sharply.

 It's okay if you watch TV dramas frequently attacked by advertisements, but you don't spend money to watch them for nothing? Watching movies is different. It often costs seventy to eighty yuan. Since buying tickets to enter the theater, the audience should have the right to choose, right? rdquo; Many viewers asked this question.

   The "Tangshan Earthquake" patch ads last for 15 minutes, and implant advertisements such as alcohol, insurance, banks, cars, batteries, mobile phones, and sportswear appear frequently in the film. The film, known as a successful cooperation between commercial capital and government capital, has placed nearly 100 million yuan in advertising, while the total investment of the entire film "Tangshan Earthquake" is 120 million yuan.

Film "Tangshan Earthquake"

   Why should audiences pay for movie advertisements? One netizen posted a fierce criticism, calling out that movies that survive by product placement rather than box office should die." rdquo;

   Hong Kong director Peng Haoxiang has also criticized some advertisements in the mainland for being shameless. For example, the male protagonist has to pick up a glass of water to drink water, but watch manufacturers have to slide the camera over their watches to display their products. rdquo; Peng Haoxiang said that many investors don't believe that a high-quality movie can make money, so they think of many ways to recover the capital before the movie is released and put some advertising into place, so that the box office can become net income." ldquo; It is not that advertising placement cannot be completely prohibited, but movies must still be respected. Audiences go to the cinema to read stories, not a 90-minute advertising magazine. rdquo;

   There is no doubt that advertising placement is a competition between artists and advertisers. All advertising placement that makes the audience feel too obvious shows the artist's weakness. To put it bluntly, capital defeats art.

   However, does product placement have to be handled nakedly like some domestic films now? Feng Xiaogang, who was so furious about the placement of advertisements in "Tangshan Earthquake" and even smashed the props on site after filming, also asked the media: Do you have a better way?" rdquo;

   How many advertisements are placed in a film to be reasonable, and how to graft them skillfully? How should we go on the road to product placement?

   A few years ago, when movie advertising placement had not yet blossomed everywhere, some industry insiders believed that advertising placement in movies was actually a strong alliance between brands and a win-win situation. In fact, successful cases of product placement are not uncommon in Hollywood: for example, in the 007 series, viewers are attracted by the magical functions of the new concept car appearing in the film in almost every episode; for example, in "Avatar", the computers in it are all virtual electronic walls. Although it has not yet been launched, it has opened up a potential market; for example, in "The Devil of Fashion", the main sponsors Chanel and GUCCI rarely appear under the brand's big trademark, but they still achieve good advertising results. It is worth noting that in these movies, advertising placement is implicit, and these implicit advertising placement is not exclusive of the movie plot, and the director's personality is not killed by advertising placement.

   Living in an era where variety shows are viewed as serials, serials are viewed as advertisements, and advertisements are viewed as movies. Faced with more and more works coming off the assembly line and exuding a strong commercial atmosphere, some industry insiders pointed out that the causal relationship between placing advertisements and combating piracy is a paradox. What we need to reflect most now is China's film market. Appropriate and appropriate advertising placement will make the film icing on the cake, but it will not work immediately. If advertising placement greatly reduces the storytelling and artistry of the movie and damages the audience's enthusiasm for watching the movie, it will ultimately affect the revenue of the film.

   In director He Ping's view, China's film market is not yet mature. In Hollywood, some more mature investors will actively refuse advertising placement when they know that this advertisement does not actually match your film. rdquo;

   The controversy is raging. An expert in the field of marketing admitted that product placement currently has a large market space in China and will not be terminated due to controversy. For producers, this is a good way to raise funds, and for advertising investors, using film and television dramas as the carrier is more convincing than hard advertising. In short, it is a matter of mutual consent. How can the audience stop it? rdquo;