Cadillac Film Marketing: American Dream in Chinese Film

in 2009, China's automobile market can be described as & ldquo; outbreak & rdquo;. In the general downturn of the international economic situation, China outshines others, and the automobile market is firmly on the top of the world. This year, with the popularity of the car market, car marketing is also in full swing, in which the film marketing in car marketing has been upgraded again because of Cadillac, which has a deep film origin.

Cadillac, which has a history of 108 years, is not just a car brand, it is almost an American cultural symbol growing up with American Hollywood movies. The most direct example is that the black lengthened Cadillac chauffeured car appears in the impassioned music in almost all the related scenes about the appearance of the US president in all kinds of American blockbusters loved by the world audience. sometimes the actor who plays the president may not let the audience realize that this is & Mr. ldquo; & rdquo;, but the identity can be predicted from the Cadillac audience he is riding in! Obviously, endorsing President ldquo; & rdquo; is a distinct label of Cadillac in American movies.

in addition to showing the scene of the president, in the previous innovations of Cadillac, some epoch-making models will become the main car characters in popular Hollywood blockbusters, which match the themes of science fiction and action and fit perfectly into the picture and plot of the film & mdash;&mdash There are important scenes of the latest Cadillac model in "the Godfather", "the Hacker Empire" and "Escape from Clone Island", and the styling performance of the vehicle is the part that can not be ignored in the plot of the film. This implantation not only looks natural, but also fits very well with the situation to be shown, so in the recent major production films, Cadillac has played the role of the protagonist's personal ride. It sets off the overall style very well.

Cadillac's influence on Hollywood movies goes beyond appearing on the scene, playing the leading role of the car, and so on. In American films, there are a large number of films directly named after Cadillac, most of which are directly related to American mainstream culture and aesthetics, such as "The Solid Gold Cadillac", "Cadillac Ranch", "Cadillac Man", "Pink Cadillac", "Cadillac Records" & hellip;&hellip. Stars of different times perform different Cadillac legends, only Cadillac has become the most important character symbol in the film, in which Cadillac is the materialized symbol of American dream, freedom, wealth and achievement and many spiritual wealth.

after knowing all this, let's take a look at Cadillac's high-profile announcement of its alliance with China Film Group in November 2009. We will find that this is not only a strategic cooperation of a commercial platform, but also a cultural docking between the Cadillac brand and Chinese films, which represents part of American culture, and the return of Cadillac film spirit in China.

as a car brand with rich film culture and practical experience, Cadillac wants to participate in the shaping process of Chinese film culture after accompanying Hollywood and in the era of the vigorous development of Chinese films. When Cadillac, the product of western culture and technology, meets the product of oriental culture and technology & mdash;&mdash How the integration of Chinese films should be carried out must be a revolutionary innovation & mdash;— may not be for Hollywood, but it is likely to contain a lot of breakthroughs for Chinese films.

simple implantation and commercial sponsorship seem to be the childish way for automobile brands to cooperate with Chinese films at present, but after implantation, in addition to the self-promotion of manufacturers and the kind discussion and sharing of people in the circle, the influence on a wider audience is often feeble, and sometimes even counterproductive. For example, a brand implantation in "there is no thief in the world" has become a kind of negative publicity material because of Andy Lau's line setting. As for more simple brands & ldquo Plug-in-rdquo; in the film, there is no interaction with the plot and scenes, the car returns to the car, the protagonist belongs to the protagonist, and changing the car does not affect the plot. The character in the car culture can not be interdependent and set off with the film, so it is naturally difficult to resonate with consumers. At this time, film marketing is another kind of advertising film that is easily ignored by the audience.

in fact, in last year's Chinese blockbuster Mr. Fashion, Cadillac tried to make a useful exploration in Chinese films. The protagonist Fang Zhongxin's car was Cadillac, and Seville, CTS and other models appeared at the fashion award ceremony, which is not only a movie plot, but also a reappearance in reality. And at the end of 2009, Cadillac's direct cooperation with China Film Group is not just about seeking Cadillac in the film. Some industry insiders predict that in the next few years, Cadillac may appear in the whole process of theme planning, script, shooting, production, release ceremony and so on. In particular, the cooperation in domestic blockbusters will also be unprecedented, the Lunar New year, summer holidays, golden holiday stalls and so on, due to the diversity of its models, the age span is also very high, almost every stage has an excellent opportunity for Cadillac. It is worth mentioning that in this cooperation, Cadillac has a deeper influence on the film itself than other brands in the past & mdash;&mdash. Mr. Han Sanping, the boss of China Film, will also enjoy the personal service of Cadillac's new SLS Seville. In such a close relationship, Han Sanping and his team will be inspired by Cadillac at any time to create the influence of "the Founding of the people's Republic of China." even it is unknown that there is an annual blockbuster named after Cadillac in China.

for Cadillac, which is adept at film marketing, hold hands and forge ahead with the growing Chinese film, how will the perfect integration of car and film be presented on the Chinese screen in the future? what kind of breakthrough will Chinese film marketing have as a result of Cadillac's intervention? presumably this cooperation will be a new milestone for both the car circle and the film circle, and what kind of inscription will be engraved on the milestone? Let's look forward to the surprise together in the next few years.