Posted by Abe Sauer on March 19, 2012 12:01 PM
For a film with more than 25 identifiable brands on-screen, 21 Jump Street (the new #1 movie, taking in $35 million its opening weekend) does not come across as packed with product placement. As one would expect from a modern update on the 1980s TV series, there are a number of gags made at the expense of brand names.
The movie pokes fun at "Pop Quiznos," Taco Bell, Porsche and a pink VW Beetle. Not to mention Smith & Wesson police bicycles, Glock, Springfield Armory handguns, and other brands sure to resonate with a highly brand-aware Generation Y audience. There is even a gag about a new designer drug created with Doritos. (Incidentally, 21 Jump Street star Jonah Hill was last seen on-screen with Doritos in Superbad.)
But the cleverest product placement of the whole film was probably missed by a majority of the audience. Indeed, not one review or tweet mentions it.Continue reading...
Posted by Sheila Shayon on March 19, 2012 11:01 AM
Delivering on a promise made by co-owner Justin Timberlake to “bring sexy back to Myspace,” Fox Digital Entertainment and Myspace have announced Let's Big Happy, a seven-episode web series starring Andrew W.K. that debuts on March 28th.
Taco Bell is sponsoring the new web series, which features bands from the chain's Feed the Beat music program which supplies bands with free food while on tour, including performances by Chiddy Bang, We Are Scientists, Math the Band, Generationals, and the Gay Blades.
"The branded entertainment space has evolved over the last few years by doing what is typically labeled as 'organic' integration all the way up to a sponsor wrapping themselves around a program that never mentions their product,” commented Fox Digital Entertainment SVP Matt Glotzer to Billboard.Continue reading...
Posted by Abe Sauer on March 16, 2012 06:46 PM
It would be an understandable mistake to assume the slapstick version of iconic 1980s show 21 Jump Street would be this weekend's top product tie-in flick. But nobody counted on "the Hooters movie."Continue reading...
Posted by Abe Sauer on March 5, 2012 11:55 AM
The catchphrase of The Lorax — "Unless someone like you cares a whole awful lot, nothing's going to get better" — can mean a lot of different things depending on one's perspective when it comes to the marketing of Universal's record-breaking new #1 movie.
To purists, it means that unless consumers speak up, Hollywood's commercialization of Dr. Seuss, including signing a cross-promotional sponsorship deal with an automaker, the movie's environmental message is for naught. To Mazda, the brand that's ponying up for The Lorax tie-in, it means that unless some consumers care an awful lot, sales numbers are not going to get better.
But is the outrage about Mazda's Lorax partnership making "perfect" the enemy of "good" — and overlooking ?Continue reading...
Posted by Abe Sauer on February 29, 2012 03:31 PM
100 likes, 857 dislikes. That's the YouTube tally for the Mazda tie-in commercial for Dr. Seuss' The Lorax movie, based on the animated version of the kids' classic environmental-themed book that's hitting cinemas on March 2nd.
The comment "I'm absolutely disgusted with this! The REAL Lorax would never work with the Onceler. Mazda, stop using Dr. Seuss's material, it's only going to make your company look bad and downright stupid" has been voted up 28 times. Another irate comment, "Consider the movie and car both boycotted. WTF were you thinking?" is par for the course.
The shame of it? It all could have been avoided.Continue reading...