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Alice in Wonderland
It should come as no surprise that Alice in Wonderland, the film based on the popular 19th century book, is without even a single brand mention. At one point, we thought we might hear a mention of the East India Trading Company, but alas...
All of the commercial tie-ins for this week's number one film are to be found off-screen. However, don't expect plastic toys hidden in children's happy meals. No, Alice is a classy lady.
Disney collaborated with high-end designers, including Stella McCartney and Sue Wong, to offer tie-in products for the film. The former designed jewelry retailing for over $400; the latter's Alice dresses were a hatter-maddening $300. Even Swarovski found its brand down the rabbit hole, offering an 'Underland' collection in the $100 range.
Make-up brands made up collections based on the film adaptation as well. Urban Decay released a 'Book of Shadows' eye shadow pop-up box: 'Open the palette to reveal a pop-up scene of Alice in the mushroom forest.' Meanwhile, the OPI brand nailed a limited-edition line of nail polishes with colors such as 'Absolutely Alice,' 'Off With Her Red' and 'Mad as a Hatter.'
On the lower end of the tie-in spectrum is Hot Topic. The retailer offered a host of products with 'muchness,' including Mad Hatter jewelry and Red Queen handbags.
Featured Brands:
none
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Alice in Wonderland
Date: 5-7 Mar., 2010
Studio: Buena Vista
Weekend gross: US$185.9 M
Featured brands:
none
Comments: Sorry Green Zone, but for another week our number one movie is, Alice In Wonderland, a film that has absolutely no brandcameo magic as the phantasmagorical landscape is completely devoid of brands. This leaves our count, in March no less, an ongoing tie among five brands. Perhaps this week’s number one film will bring some semblance of sanity to the 2010 brandcameo race.
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Shutter Island
Date: 26-28 Feb., 2010
Studio: Paramount
Weekend gross: US$22.6 M
Featured brands:
Aspirin,
Lucky Strike,
Odeon Records,
Zippo
Comments: For another week Martin Scorsese’s Shutter Island takes the top spot. Though the film offers plenty of scares, it offers few brandcameos, as the 1954 remote island setting only allows screen time for Zippo, Aspirin, Odeon Records, and Lucky Strike cigarettes.
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Valentine's Day
Date: 12-14 Feb., 2010
Studio: Warner Brothers
Weekend gross: US 56.4 M
Featured brands:
1-800-Flowers,
adidas,
American Airlines,
American Express,
Apple,
BlackBerry,
Blazer,
Cadillac,
Cadillac Escalade,
Cartier,
Chanel,
Chevrolet,
Chicago Cubs,
Christian Louboutin,
Craigslist,
Discovery Channel,
ESPN,
evite.com,
Facebook,
FedEx,
Ford,
Ford Mustang,
Gatorade,
Hollywood Forever Cemetary,
Indiana University,
International Creative Management,
Los Angeles Dodgers,
Mapquest,
Marc Jacobs,
Moët & Chandon,
Nike,
Nokia,
Northwestern University,
Polaroid,
Porsche,
PUMA,
Quiksilver,
Range Rover,
Retin-A,
Scope (mouthwash),
Sharpie,
Sony,
Southwest Airlines,
Stanford University,
The BLVD (Los Angeles),
The Lawrence Foundation,
Toyota,
Tufts University,
US Army,
USPS,
Versace,
Victoria's Secret,
Volkswagen Beetle,
Walt Disney Concert Hall,
Yale,
York
Comments: In a nod to symmetry and marketing research, Valentine's Day, the movie, topped box office in ticket sales on Valentine's Day weekend. The star-studded film, however, features just as many – if not more – brands than stars. Familiar brandcameo brands such as Apple, Toyota, Sony, and Chanel make the big screen, but the real props go out to brandcameo count leaders the US Postal Service, the U.S. Army, Stanford University, and Chevy – each of which has two brandcamoes for the year.
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Dear John
Date: 5-8 Feb., 2010
Studio: Sony/Columbia
Weekend gross: US$30.5 M
Featured brands:
Bowens Island Restaurant,
Budweiser,
Chevrolet,
Lacoste,
Mr. Koolie,
Quiksilver,
Stella Artois,
Takamine,
Trailways,
US Army,
USPS,
Volkswagen
Comments: Dear John finally knocks off Avatar, introducing new candidates to our brandcameo listing. However, no particular brand jumps out into the lead, though the United States Postal Service and local Charleston, NC, brands receive favorable screen time.
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Avatar
Date: 29 Jan-1 Feb., 2010
Studio: Fox
Weekend gross: US$ 594 M
Featured brands:
Jujubes,
Special K,
Stanford University,
US Marine Corps
Comments: Though Avatar breaks ground in the realms of special effects and visual technology, from a product placement perspective, the film is forgettable as the the only notable product placements are t-shirts that underscore character development.
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