Norman? Marshall: Embedding Chinese brands into Hollywood films

Metersbonwe, a local clothing brand, became famous for its placement in the Hollywood film Transformers 2, which made Norman & middot; Norm Marshall see the future potential of the Chinese market and set up the China division of NMA Entertainment Marketing Company in Beijing last month.

the impressive ldquo; Hornet & rdquo; Chevrolet product placement in Transformers was created by the company, which was founded in 1979. NMA30 has completed 164000 product placement ads over the past year, involving 5900 films. Every year, more than 100 films are designed to be implanted, covering more than 10 billion people, resulting in a media value of $6.6 billion.

Reporter: what made you think of starting an entertainment marketing company?

Norman & middot; Marshall: I haven't systematically studied advertising. In fact, I was a truck dealer before I started NMA. By chance, I found that Hollywood producers need some props in the process of filming, ranging from food, beverage, clothing, cosmetics to electrical appliances, cars, venue background, etc., but there is no particularly smooth channel to get it. On the other hand, those manufacturers who can provide props do not know much about the needs of the producers and do not know how to enter this channel. If you build a bridge between the two sides, it will be a good business opportunity.

Reporter: in general, what is the mode of cooperation between commercial enterprises and NMA? How does NMA make money?

Norman & middot; Marshall: NMA Entertainment Marketing has at least six major businesses. The two most important pieces are product implantation, that is, the display of corporate brands, logos, goods, etc., in various images and the addition of related services; and the copyright contract, it is the copyright contract required by the agency to negotiate the advertising cooperation between the film and television program producers and the enterprise.

NMA keeps the company running by charging customers for services. Every year, NMA selects the works that best meet the needs of customers from more than 2000 movies or TV plays, manages the analysis results with a special data system, and plans and develops products that can maximize the use of the company's resources, so that the promotion produces multiplication effects.

among the cases handled by NMA, Chinese audiences may be most familiar with the implantation of the ldquo; Chevrolet & rdquo; bumblebee in the Transformers movie series. There are also ldquo; BMW in the James Bond series & ldquo; Heineken in the rdquo;, Bourne series & Chanel and Prada in rdquo;, 's Sex and the City.

Reporter: which Chinese commercial enterprises are in contact with you? Is this the right time to enter the Chinese market?

Norman & middot; Marshall: in China, NMA's customers will be local brands who want to build an international brand image, or international brands that want to develop the market in China. Lenovo, Tsing Tao Beer and Haier Electric Appliances are all interested in using Hollywood blockbusters to enhance the influence of brands in overseas markets. Obviously, compared with buying international well-known brands in the same industry, it is too cheap to implant your own products in international blockbusters and follow movies around the world.

however, there is one thing that cannot be avoided, that is, there is no unified standard in China's entertainment marketing industry, which directly hinders international brands from opening up the Chinese market through Chinese films.

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