What value advertising at the movies?

19/2/2009

People are used to seeing products advertised in newspapers and on television, but how much do products appeal when they are artfully, and strategically, placed in films on the silver screen?

Ben Wooliscroft (1979-83)

University of Otago senior marketing lecturer Dr Ben Wooliscroft (1979-83), and PhD candidate Francisco Conejo, began research recently into the use of brands in the movies by inviting the public to watch 2002 film Minority Report, and respond to a survey on placement of the 26 products in the movie.

‘‘We could have found a film with a lot more, but had to take a punt on what’s a relevant example of brand and product placement. Modern consumers can be deeply cynical about advertising, so companies are always finding ways of growing opportunities to make new associations,’’ Ben said.

‘‘TV and print are often taken with such [a] big grain of salt, so seeing opinion leaders or role models using a product is a huge boost — and the cult of celebrity is a great thing.’’

While the popularity of the film’s star, Tom Cruise, had waned in recent years, his status was high ‘‘during the birth of modern product placement’’.

His appearance in 1986 film Top Gun wearing aviator sunglasses sparked a revival of the brand, Ben said.

‘‘They [the sunglasses] were heading for obsolescence, and were suddenly a very desirable product. There was no payment; the glasses just happened to be on hand. But companies are now lining up to give them [films] free products in the hope some of them will appear.’’

While the phenomenon of brand placement in film was not new, there was a growing desire to understand how effective it was, and the research could be of interest to consumer groups, Government groups, companies and advertising agencies, he said. Results of the survey would be processed next month, but having the research peer-reviewed and published in a journal could take up to two years.