How to view the increasing number of product placement advertisements in movies?

Feng Xiaogang's upcoming new film "If You Are the One" recently exposed humorous dialogue designed for product placement. In several recently released films, such as "Peach Blossom Luck","Witness","Love Call 2" and "Women Are Not Bad", advertisements are ubiquitous in films. How many advertisements are reasonable to place? Can audiences accept this method of film financing? The reporter interviewed some film dealers, directors, experts and even fans to seek answers.

Many viewers have advertisements that are a bit excessive”

Fan Xiao Ai gave reporters an example: Take the recently released "Love Call 2" as an example. The sponsor's Logo appears in the film at least 100 times, giving me the feeling that it is like a long-term commercial. What drives the main plot is a certain brand's new car. Advertisements such as mobile phones and tissues can be seen everywhere. In the end, the hero and actress became supporting characters, and instead, the brand cars owned by two sponsors kissed each other. rdquo;

Among the more than 20 movie fans interviewed, more than half had no favorable impression of product placement, and nearly one-third said they had no feelings about product placement. Movie fan Miss Liu said: I don't like the forced injection of product advertisements into movies. For example, the fruit orange drink in "Women Are Not Bad" posted a huge Logo on the ATM, which made me act immediately." rdquo; Netizen bobo said: I didn't have any concept of this kind of advertising before, but I began to pay attention to it after reading "Big Shot". If a movie shot stays on a certain brand for too long, I will find it annoying and feel forced.& rdquo;

Filmmakers can't tell who will take the boat with the wind”

The person in charge of the promotion of Beijing New Film Alliance Company believes that advertising placement in movies is actually a strong alliance between brands and a win-win situation. Basically, as long as you choose the right collaborative film, it is a win-win situation, and it is difficult to even tell who took a ride with whom. The head of Honda's marketing department said that when advertising is implanted in movies, the loss of information is the lowest, because movie audiences cannot change channels like watching TV, and can only choose to accept them. Statistics show that the movie "ET Alien" boosted sales of Reese's chocolate beans by 65 percentage points, and the appearance of Mr. Potato Head in "Toy Story" increased sales of this toy by 4500 percentage points.

A producer, who declined to be named, said that product placement in general films is done through vendor sponsorship. The greater the investment in the film, the higher the sponsorship fee. For example, back then, HP gave the film "No Thieves in the World"The investment in sponsorship reduces the market risk of the film. A win-win result of mutual benefit means that film advertising placement will have great market potential.

Experts moisten things silently and see their skills

Director Feng Xiaogang, the originator of product placement advertising in domestic films, admitted solemnly and reluctantly in an interview with reporters: Adding advertisements to the film will still cause some damage to the film, but this is also to reduce the risk of investment. Although everyone points the finger at me, I am actually the one most resistant to the infiltration of advertising into movies.& rdquo; Ge Ying, an associate professor at the School of Film and Television of Shanghai University, believes that movies, as a cultural viewing object, have strong audience initiative and attention, and have therefore become a new advertising market. However, there is currently no such advertising in China. A unified standard. ldquo; Whether product placement will arouse audience disgust is the key to testing the director's skills. If it can be cleverly integrated into the plot and seem to be separated from the movie, then the audience will be happy to accept it. rdquo; Some experts also pointed out that film advertising placement in China is still in the primary stage of development, and there are many problems such as unclear advertising routes and insufficient brand advertising. To maintain your brand, you have to take into account the feelings of the audience. This is true for advertisers and film directors.