since the release of Transformers 5, Chinese financial troupes, including KuGou Music, Youxin used cars and Letv, have also gained super attention with the popularity of the film. But behind this marketing feast reflects the madness and blindness of Chinese implantation.
original title: Chinese implantation of Transformers 5: interest-driven madness
< strong > Marketing Feast < / strong > "Transformers 5" has boosted the box office with a market screening rate of more than 70% since its release, but the uncontrollable narrative rhythm and slightly chaotic storylines have reduced the Transformers 5 score from 6.8 to 4.8. "when I was still laying the groundwork for the first 10 minutes, the sound of 'hello, KuGou' brought me back to reality from the world of Autobots." Mr. Zhao, the audience, said that although it has become the norm to add Chinese elements to all kinds of Hollywood blockbusters, the dense emergence of a large number of domestic brands in a film will still make the audience feel uncomfortable, "the little girl as one of the protagonists uses Mengniu Junzhen to replenish her energy. Bumblebee computer calls the official website of Youxin used car a dating site for Autobots, and Transformers 5 is about to become a customized film for domestic brands. in view of the strong domestic market appeal of the first four "Transformers" series, the marketing move of bundling "Transformers 5" will undoubtedly be favored by domestic brands. It is reported that Letv, plagued by the capital crisis, has previously invested 40 million yuan in Transformers 5, of which 15 million yuan is a joint promotion of the film with Paramount. Letv's LeSEE PRO concept car, Letv super TV and Letv's mobile phone will appear in the film, while Huadi, as an officially authorized kitchen and electricity co-brand of Transformers 5, directly dispatched director Michael. Bay customized a small Transformers character for Huadi. In addition, some viewers said that domestic brands such as Meizu mobile phones and Yingke Live appeared in the film one after another, and even ICBC showed up. 
since Transformers 3, it has become the norm for a large number of domestic brands to appear in the film, and it is becoming more and more intense. The protagonist needs a glass of Yili Shuhua milk before acting; various 3C digital brands have turned into robots; Metersbonwe has become an exclusive brand of clothing, and the bumblebee watches 3D TCL TV. Some people in the industry pointed out that since the release of the first "Transformers" in 2007, the four films have grossed 282 million yuan, 428 million yuan, 1.072 billion yuan and 1.977 billion yuan at the domestic box office respectively. Judging from the growing box office, Hollywood IP obviously has a good market influence in China. In this context, these brands can naturally gain super attention through advertising.
< strong > profit driven < / strong > "integrating Chinese elements into overseas blockbusters is a manifestation of content diversification, but a large number of domestic brands appear in a certain film or a series of films, which must imply a profit chain." Rao Shuguang, secretary general of the Chinese Film Association, pointed out that China, as the second largest box office market in the world, is naturally a Nuggets destination for many Hollywood blockbusters. Through brand implantation, films can benefit from brand promotion channels and get free publicity. Brands use the popularity of movies to enhance their influence, "this is a win-win cooperation model, but in comparison, brands with the help of movies to promote their own significance is more significant, which is why the brand implantation competition is fierce." it is undeniable that Hollywood blockbusters usually occupy a relatively strong position in the domestic film market. No matter in terms of production rate or attendance, domestic films released at the same time will always be squeezed by Hollywood blockbusters. "domestic audiences have a natural love for visual effects blockbusters, and it is not surprising that domestic brands appear in Hollywood blockbusters in order to pursue better economic benefits." Mr. Lu, an industry analyst, pointed out that in "Transformers 3", Metersbonwe's nine-grid Logo shirts appeared for a total of only about 5 minutes, but with the hit release of the film, the shipments of "Transformers 3" series products exceeded one million pieces in a short period of time, which also allowed Metersbonwe's brand to enter a larger international market. 
"No matter how much money is invested in the early stage and how much revenue can be obtained in the later stage, domestic brands must realize that advertising placement in Hollywood blockbusters is also a big bet, and there must be certain risks." Liu Jianfeng, director of the public affairs department of Poly Film Investment Co., Ltd., said that due to the restrictions on the release schedule, the popularity brought by the film is only temporary, and it is also difficult to predict whether the brand implantation can achieve the desired results. If there is a problem with the prediction of the market, the huge losses can only be borne by the brand itself.
< strong > rational implantation < / strong > the biggest function of movie brand implantation is to let the audience remember a product when watching the movie, and change the audience's consumption opinion imperceptibly combined with the film content, or to enhance the audience's loyalty to the purchased brand and enhance their sense of identity. Compared with TV advertising, which is influenced by national and regional culture, movies have a broader audience and can further expand brand influence, but without screening and unlimited brand implantation, not only the economic benefits are difficult to be guaranteed, but the brand image will also be affected. 
" Brand implantation must be rational, otherwise it is overdrawing the vitality of IP. " Liu Jianfeng said that the best way to implant a brand is to integrate into the film completely and naturally without showing a trace. Brands that have a strong relationship with the film content itself are more likely to be implanted, while brands with greater contrast need to be packaged and appropriately integrated, if only bluntly show the brand logo and products in the film without modification, it will not only arouse the disgust of the audience, but also make people doubt the quality of the film.
not all implant brands can gain high market recognition with the help of the popularity of movies. At present, brand implantation is divided into several parts, such as background, Logo, use of props, movie plot, emotional relevance and so on. The deeper the combination of brand and film, the better the implantation effect. If only a few signs appear in the film, the audience knows nothing about the product performance, such brand implantation basically does not have much significance. Just take the domestic brand placement in the "Transformers" series as an example, compared with the earliest implanted "bumblebee" Chevrolet Comero, the marketing results of most domestic brands are far from it. On the one hand, the audience has adapted to the implantation of brands such as Dahuangfeng; on the other hand, it is the fit between the car and the film content. Rao Shuguang further pointed out that film producers also need to strictly control the number of brands implanted in order to further improve the quality of films. "Film producers should consider whether the implanted brands are well-known; whether they also have the strength of promotion and marketing ideas." And whether the brand image is consistent with the concept of the film, and on this basis, the combination of the brand and the film content can avoid turning the film into an advertising film, and finally achieve a win-win situation, otherwise the advertising fee will be increased and the reputation will be lowered. In the end, it is the audience who bears the loss. Edit: mary
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