Branded Entertainment And Cinema - The Perfect Combination

Branded entertainment has become an integral part of modern marketing strategies. As traditional forms of advertising struggle to capture the attention of consumers, companies have turned to new and innovative ways to promote their products and services. One such method that has gained significant traction is leveraging the power of cinema.

The Rise of Branded Entertainment

Gone are the days when consumers would actively seek out advertisements. With online streaming platforms and ad-blockers becoming more popular, brands must now find inventive ways to engage with their audience. This is where branded entertainment comes into play – a form of marketing that seamlessly integrates products or services into the content people already enjoy.

Brands have realized that by partnering with movie studios, they can effectively transform the big screen into an immersive advertising platform. Rather than interrupting the viewing experience with intrusive traditional ads, companies incorporate their offerings directly into the storyline, creating a more organic and memorable experience for the audience.

Branded Entertainment and Cinema: The Marketisation of Italian Film (Routledge Critical Advertising Studies)

by Adam Gower(1st Edition, Kindle Edition)

5 out of 5

Language	:	English
File size	:	682 KB
Text-to-Speech	:	Enabled
Screen Reader	:	Supported
Enhanced typesetting	:	Enabled
Word Wise	:	Enabled
Print length	:	116 pages
Item Weight	:	1.15 pounds
Dimensions	:	5.47 x 1.18 x 8.39 inches

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The Power of Cinema

Cinema has always been a powerful medium for storytelling. It captivates audiences, evokes emotions, and leaves a lasting impression. By strategically integrating branded elements into films, companies can tap into the emotional connections and memories that cinema creates within people.

Moreover, the theatrical experience itself provides a unique advantage. Moviegoers willingly immerse themselves in the world projected onto the big screen, often forming a deep connection with the characters and their journey. This heightened engagement allows brands to create a bond with the audience, increasing the effectiveness of their marketing efforts.

Examples of Successful Branded Entertainment in Cinema

One remarkable example of branded entertainment in cinema is the iconic placement of Reese's Pieces in the movie "E.T. the Extra-Terrestrial." The partnership between the candy brand and the movie not only boosted sales for Reese's Pieces but also solidified the film's status as a timeless classic.

Another notable success story is the collaboration between Aston Martin and the James Bond franchise. The luxury car manufacturer's vehicles have become synonymous with the suave spy, effortlessly blending into the thrilling action sequences and adding an element of sophistication to the films.

The Importance of Authenticity

While branded entertainment offers a lucrative marketing opportunity, it is crucial for brands to maintain authenticity. Audiences can easily spot forced product placements or advertisements that feel out of place within the storyline. To ensure the success of the collaboration, brands must work closely with filmmakers to seamlessly incorporate their products into the narrative.

Future Trends and Market Potential

With the continuous growth of streaming services and the ever-expanding global cinema industry, the potential for branded entertainment is vast. As technology advances, we can expect more interactive experiences where audiences engage with ads during movies. Virtual reality integration may also become a common practice, further immersing viewers into the branded content.

Additionally, the rise of social media influencers and online content creators introduces new avenues for branded entertainment. Collaborating with popular influencers to promote products within their cinematic content can generate significant brand exposure and consumer engagement.

Branded entertainment in cinema offers an exciting future for both marketers and audiences alike. By seamlessly integrating products into the storylines of films, brands can capture the attention and emotions of viewers in a way that traditional advertising struggles to achieve. As the market continues to evolve, the possibilities for branded entertainment are limitless, creating a win-win situation for all involved.

Branded Entertainment and Cinema: The Marketisation of Italian Film (Routledge Critical Advertising Studies)

by Adam Gower(1st Edition, Kindle Edition)

5 out of 5

Language	:	English
File size	:	682 KB
Text-to-Speech	:	Enabled
Screen Reader	:	Supported
Enhanced typesetting	:	Enabled
Word Wise	:	Enabled
Print length	:	116 pages
Item Weight	:	1.15 pounds
Dimensions	:	5.47 x 1.18 x 8.39 inches

FREE

The history of Italian cinema is mostly regarded as a history of Italian auteurs. This book takes a different standpoint, looking at Italian cinema from the perspective of an unusual, but influential actor: advertisers.

From the iconic Vespa scooterand the many other Made in Italy products placed in domestic and international features, to Carosello’s early format of branded entertainment, up through the more recent brand integration cases in award-winning titles like The Great Beauty, the Italian film and advertising industries have frequently and significantly intersected, in ways that remain largely unexplored by academic research. This book contributes to fill this gap, by focusing on the economic and cultural influence that advertising and advertisers’ interests have been exerting on Italian film production between the post-war period and the 2010s. Increasingly market-oriented film policies, ongoing pressure from Hollywood competition, and the abnormal economic as well as political power held by Italian ad-funded broadcasters are among the key points addressed by the book. In addition to a macro-level political economic analysis, the book draws on exclusive interviews with film producers and promotional intermediaries to provide a meso level analysis of the practices and professional cultures of those working at the intersection of Italian film and advertising industries.

Providing an in-depth yet clear and accessible overview of the political and economic dynamics driving the Italian media landscape towards unprecedented forms of marketisation, this is a valuable resource for academics and students in the fields of film and media studies, marketing, advertising, and Italian studies.