Brands On The Big Screen
According to recent research, Americans want to see their favorite brands in movies. A few of the companies making appearances in movies this year include Barbie, Nike, and Pop-Tarts.
This summer, Barbie pink is the trendiest color. This summer will see the premiere of Greta Gerwig’s movie adaptation of the well-known doll, and Mattel, the company that makes Barbie, has already informed investors that it anticipates a rise in sales.
According to executives speaking on earnings calls, a line of toys related to the film is in the works.
One of several branding agency getting the Hollywood movie spotlight this year are Nike, Flamin’ Hot Cheetos, and Pop-Tarts, which will all have significant roles in movies in 2023.
Brand participation varies. Ben Affleck, the director, and actor of the film Air states to the Hollywood Reporter that while Mattel is associated with Barbie, he “did not have a conversation with Nike” regarding the film, which chronicles how the firm sought out Michael Jordan in the 1980s. Regardless of how closely associated a business is with a film, it begs the question:
So at what point does a movie about a brand become something of a commercial?
A movie about a brand can become something of a commercial when it prioritizes promoting the branding services over telling a compelling and engaging story. Does the film primarily exists to showcase the brand’s products or services? Does it entertain or educate the audience? Then consider it more of a commercial than a movie.
Another factor to consider is whether the brand has significant creative control over the film’s content. Notice if the brand has heavy involvement in the development, writing, or direction of the movie. It may be more likely that the film design is to serve as a commercial for the brand.
Ultimately, it comes down to the intent behind the movie. If the primary goal is to tell a great story that happens to feature the brand, then it may not be considered a commercial. However, if the primary goal is to promote the brand, then it is more likely to be seen as a commercial.
What Do The People Say About Brands In Movies?
According to a survey, consumer interests lie in watching films about them. Harris Poll polled more than 2,000 US adults. 60% of Americans indicated they were “more interested in seeing movies that depict their favorite brands in some way.” A whopping 60% of respondents claim that their opinion of a branding management company wouldn’t alter even if there is “involvement in the production of a movie depicting them.”
However, it appears that moviegoers are still concerned about too much brand participation. It could make movies feel “like commercials instead of stories.” Slightly less than half state it “would lead to poorer-quality storylines.”
I guess we’ll have to wait and see.
