JUST BEFORE WE GET DOWN AND DIRTY WITH OUR LATEST BLOG ALL ABOUT FILM PROMOTIONS, HAVE A THINK FOR A SECOND AND CAST YOUR MIND BACK… WAY BACK PERHAPS:
WHEN WAS THE LAST TIME YOU HEARD SOMEONE SAY ‘OH I HATE WATCHING FILMS’?
It’s genuinely such a rare thing to hear, isn’t it? We would go as far to say that finding someone who never watches films would be akin to finding an albino humpback whale in your local duck pond.
The facts would also appear to back this up; with Mintel reporting that in the UK alone, over 87% of 16-34 year olds visit the cinema at least once a year. That’s a pretty staggering statistic!
So, with our opening statement in mind, it’s clear that films and cinema have a huge and enduring appeal with an absolutely massive audience. As a result, this is great news for brands and marketers-alike.
MATCHES MADE IN MOVIE HEAVEN
Here’s another question for you: What do Ray-Bans, Manolo Blahniks and Reese’s Pieces, have in common?
Aside from being both delicious and simply fabulous, they are all brand icons. Brands that owe much of their notoriety to the fact that they have become immortalised through film promotions. And their appeal has been long-lasting, too; highlighting the fact that getting the association right with a film promotion can help product sales for years – even decades – to come.
These aren’t the only examples, either. Who can forget the Mini in the original (and best) The Italian Job? How about Nokia phones in the Matrix series, and more recently, have you noticed that just about every Marvel movie seems to feature a shiny new Audi at some point?
These are just a tiny handful of products and brands that have been associated with blockbusters and family favourites alike for decades.
Getting the association right and having the foresight (or luck) to team up with a classic can turn a little-known brand into a household name almost overnight.
In 1982, Steven Spielberg approached the confectioner Mars to ask permission to use M&Ms in his latest film, but they point-blank refused. Luckily (for this blog at least), that wasn’t the end of the story.
Instead, Spielberg teamed up with Hershey’s and used their new Reese’s Pieces confectionery. The film in question was ET; which went on to become one of the highest grossing films of all time.
At the same time, Hershey’s had just released the new line of Reece’s Pieces – thanks to its’ tie-in with ET, it became one of the United States’ favourite treats within weeks and has gone on to become a global brand.
In the same vein, Manolo Blahnik was made famous by fictional New York columnist Carrie Bradshaw, played by Sarah Jessica Parker in Sex and the City.
The relatively unknown shoe brand broke through from retail obscurity with a real bang thanks to being Carrie’s shoe of choice on both the TV series and subsequent movies; Blahnik himself crediting Sex and the City as his saviour.
When talking to the Sunday Telegraph in 2010 he said; “Well, we had a very good year last year, thanks to those stupid satin shoes. That shoe saved our company.”
FILM PROMOTIONS ARE HERE TO STAY
Connecting to your target audience through film will not only boost sales exponentially, but it becomes a self-perpetuating circle.
There are some brands that films want to partner with because the status of the product will boost ratings.
In 2011, Apple products featured in 40 per cent of the top box office movies (according to the product tracking site BrandChannel) and Ray Bans have featured prominently in such post-modern hits including Top Gun, Risky Business, The Breakfast Club, and Miami Vice to name but a few…
The cool thing is that these examples have barely scratched the surface of successful film promotion tie-ins; and, with cinema’s appeal forecast to remain strong and keep growing, film promotion partnerships are here to stay.
If you’re looking to market your brand or product to its’ fullest potential and if the right film promotions partnership is made, films can turn even the smallest of brand into a global icon.