Film implantation into trend subtle advertising "marriage" is a win-win

"Non-Shing disturbance not", "24 city" frequently appears city scenery, real estate promotion

Film advertising into trendy implantation

Is shown by Jia Zhangke "24 city", "24 city note" real estate in the film out of the mirror of time sufficiently long. Whereas in previous release Feng Xiaogang's new film "non-Shing disturbance not", real estate, computer, wine and other advertising content consistency and flavor is also frequently appears. Cinema and urban advertising of "marriage" in the present moment become film market trends.

"Ad" strife have explained

Whether for their works as "ad", the two directors have explained. Jia Zhangke said, "24 city" because it was a group sponsorship, shooting a lot of controversy since, "the audience watched the movie, you know that real estate is an outcome that is the fate of this land, is the city in miniature. Film-no need to avoid commercial, avoid reality. Movie content into the Director's opinion, would not be a simple ' commercials '. ”

By Feng Xiaogang's talk of "non-Shing disturbance not", then the call themselves "boycott" advertising's invasion, he worked in the studios fall over the Cup, and to the audience the "apology": "the film should not have so many advertising nature of the content, but advertising is also an important source of investment, I can only strive to not be too rigid. ”

Implantation of advertisement specifications

Whether to use advertising merchandise as props, or in the movie directly show the scenery, Shanghai University, film and Television Academy Professor Ishikawa said, these are implanted a concrete expression of advertisements.

Ishikawa's view, for the film industry development, implantation of advertising generally favourable, on the one hand, reflects the film's commercial value, you can become one of the means of film financing, on the other hand can stimulate economic development in the surrounding area. While in the domestic film and television production industry, the current problem is the specification for its operation, implantation of advertising must be without prejudice to the audience, the consumers ' interests. "Viewers are not paid, TV advertising for criticism, but directly profit audience into movie purchased movie viewing rights, ' implants ' premise is not damage the film's narrative and visual style of integrity. ”

Ingenious "marriage" is a win-win

In most commercial film mature Hollywood, already implanted advertising is nothing. "Transformers" deformation by car to "auto", makes some car brand has become a natural actor; " 007 "series that never old undercover actor used cars, dark glasses and other props has become one of the movie to see. Films, most of the audience on this rather offensive, many people have reported to a knowing smile.

The industry pointed out that, in fact, film and urban advertising "marriage" in my country have precedent, the only commercial value that have not been discovered. 1980s shooting Lushan mountain scenic area, makes straight once brought large numbers of tourists. Then earlier shooting five beauties of the national audience to know the beautiful Yunnan Dali, the film became one of the local culture of business cards, attracting an endless stream of visitors. Implantation of the way to the audience to accept, is the judgment of implanted advertising and implantation of the success of the advertising film, this is the future domestic film director must constantly thinking and practice.