2014 Brandcameo Product Placement Awards

Hollywood Gears Up for Slew of Religious Releases, But for What Audience?

Posted by Abe Sauer on February 20, 2014 04:49 PM

"Noah was a righteous man, blameless among the people of his time."
— Genesis 5:32-10:1; New International Version

The amounting drama around the modern story of Noah, a $130 million retelling of the Old Testament's builder of the ark from Paramount Pictures, goes back to Nov. 2013. Then, test audiences leaked descriptions of the film that worried Christian leaders due to its interpretative retelling of Noah's story, including themes of environmentalism.

And the cheers and jeers are only about to get louder as the US is about to see a flood of faith-themed films that is going to severely test some long-held beliefs about Hollywood, Godliness and who has the power to motivate, lucrative Christian audiences.

Jump ahead about 140 days and nights and a new survey of Christian consumers about Noah, due out March 28, produced troubling results for the film's success. The Faith Driven Consumer survey found that "98 percent of its supporters were not 'satisfied' with Hollywood’s take on religious stories such as Noah." The survey's exact question: “As a Faith Driven Consumer, are you satisfied with a biblically themed movie—designed to appeal to you—which replaces the Bible’s core message with one created by Hollywood?”

Paramount Pictures immediately hit back against the survey. The studio said its internal research countered the Faith Driven Consumer results.Continue reading...

brands with a cause

20th Century Fox Builds Social Cred After Filmmaker Uses Ad Budget for Disaster Relief

Posted by Sheila Shayon on December 18, 2013 03:21 PM

Filmmaker Casey Neistat, of viral video hits such as Nike Fuelband's "Make It Count," was approached by 20th Century Fox to create a promo for the upcoming Ben Stiller movie, The Secret Life of Walter Mitty, as part of their "Live Your Dream" global campaign promoting the film. 

But Neistat had a different plan. Instead of spending the company's $25,000 budget on a trailer, Neistat asked if he too could 'live his dream' to go to the Philippines to chronicle the devastation from Typhoon Haiyan. “We were completely moved," Bettina Sherick, 20th Century Fox senior VP-international digital strategic marketing, told Ad Age. "That he would forgo making anything on the movie to truly live out his dream to help the typhoon victims, well, to risk sounding corny, it was a true Mitty Moment." 

The budget provided over 10,000 meals to victims, tools to 35 of the worst hit villages, and medicine to local organizations.Continue reading...

brand news

In the News: American Airlines, General Mills, Apple and more

Posted by Dale Buss on December 18, 2013 09:27 AM

In the News

American Airlines will pay Cantor Fitzgerald $135 million in a settlement based on loss and damages from the Sept. 11 attacks.

General Mills sees quarterly results miss on lower US sales, rising costs.

Apple draws praise for holiday ad about loner teen and still talks with China Mobile about iPhone deal as it makes new Mac Pro available tomorrow.

20th Century Fox uses part of Walter Mitty budget to help Philippines typhoon victims.

ABC tilts toward female viewers as it remains light on sports.

Academy of Motion Picture Arts and Sciences unveils new logo.

AMC is sued by The Walking Dead creator over payouts.

BASF steps up investment in US.

Boeing names chief of defense, space and security unit as new COO.

BP writes off $1 billion on Brazilian well but makes major find in Gulf of Mexico.Continue reading...

retail watch

Savior or Executioner? Industry Waits to See What Hilco Will Do With HMV

Posted by Mark J. Miller on January 30, 2013 12:07 PM

What will Hilco Consumer Capital do now that it has iconic music retailer HMV in its hands?

The company, which has previously acquired several other struggling brands like Polaroid, Borders and Linen 'n' Things, recently took over the bankrupt firm, paying off its £176m ($277.45 million) in debt to Lloyds and Royal Bank of Scotland.

The long-enduring HMV chain has 240 stores in Britain, Ireland, Singapore and Hong Kong, with about 4,000 employees in all. (In 2011, Hilco took in HMV's Canadian operations.) Its struggles come after Blockbuster, Tower Records and other once-dominant music and video retailers have declined or died off as digital delivery and online ordering continues surged.

Hilco is supported by media companies like Sony Pictures, 20th Century Fox, Universal Music and Warner Music, all of which will likely play a big part in the next step. Retail-Digital.com reports that those companies “have offered to cut the price of DVDs and CDS and are even considering offering the retailer better credit terms.” That could soon mean good deals for consumers.

HMV, a High Street staple in many British towns, and its iconic Nipper the Dog logo are sentimental favorites in the U.K., and the chain played a part in launching The Beatles.Continue reading...

brand news

In the News: Walmart, Disney, Dunkin' & more

Posted by Dale Buss on July 27, 2011 09:00 AM

In the News

Aetna rises despite drop in demand for medical care.

Boeing beats estimates, boosts outlook.

Borders woes parsed in post-mortems.

Delta Airlines cuts capacity on rising fuel costs.

Disney and Marvel team for Captain America game, while Disney looks to shore up Bollywood business with UTV ownership.

Dow Chemical quarterly profit up 74%.

Dunkin' Brands CEO says IPO a byproduct of "unbelievable buzz."Continue reading...

social commerce

AmEx Plays "Let's Like a Deal" on Facebook

Posted by Shirley Brady on July 19, 2011 12:01 AM

American Express is offering its Facebook fans and merchant partners a deal — the first of many — they can't resist.

"Link, Like, Love" is not only a new tab on its FB page, but the cornerstone of new deals-based social initiatives that AmEx is unveiling today.

More than 100 participating merchants are on-board at launch, include H&M, Whole Foods Market, Lord & Taylor, Celebrity Cruises, 20th Century Fox, and Outback Steakhouse.Continue reading...

viral marketing

Going Viral: Planet Of The Apes Video is Amusing. But is it Racist?

Posted by Abe Sauer on July 8, 2011 01:00 PM

Viewed nearly 1.5 million times, the above "Ape with AK-47" video is in fact a viral ad for the upcoming 20th Century Fox film Rise of the Planet of the Apes.

The vid, which claims to be from the 20th Century Fox Research Library, was uploaded on the movie's official YouTube channel, and links to an "Apes Will Rise" iTunes app: "Are you smarter than an ape? Challenge yourself with this memory test/iPhone app designed by scientists and tested on apes."

But is featuring Africans handing an ape an AK-47 really the best idea for a viral — let along a major media conglomerate?Continue reading...

brandcameo

X-Men Marketers 2nd Missed Opportunity: X-avier University

Posted by Abe Sauer on June 7, 2011 01:00 PM

The box office for X-Men: First Class, the fourth installment of the franchise (5th if you count Hugh Jackman's star turn in Wolverine), was called, by some, "underwhelming." The movie will inevitably chug on to earn tens of millions, but the results will be seen as a license for those who criticized the fim's lackluster marketing to issue a "told you so."

Last week, we also wondered about the marketing strategy (or lack thereof), including what appeared to be a missed tie-in with the release of classified photos from Area 51, including photos of a sly plane just like the one used in X-Men's 1960s-set film.

But there's another viral tie-in that would have been great, involving the Xavier school and the first X-Men.Continue reading...

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