Hollywood needs Corporate America like never before, Joshua Ravetch of New Line Cinema said last week at the Promotion Marketing Association’s Star Power conference.
“Movies are the most expensive art form on the planet,” the senior VP-production resources said. “We’re not looking to sell ad space in our films but to create awareness for them and Corporate America has a lot of resources we need.”
Product placement is one way to get certain resources for films, but it is not the answer to promoting a new release or a TV show, Hollywood marketers said throughout the two-day conference in Universal City, CA.
“When you have other pieces it’s not essential,” said Elie Dekel, an agent with the Creative Artists Agency during a panel discussion on deal making. “There are deals being done without product placement.”
Movie studio marketers agreed. “It’s not the end-all, be-all,” said Rita Prosyak, VP-feature film promotions at 20th Century Fox. “And just because [placed product] may end up on the cutting room floor doesn’t mean it’s not a good fit for that property.”
Even blue-chip companies like General Motors will not pay $20 million merely for placement in a film or on TV, said Steve Tihanyi, GM’s general director of marketing alliances and regional operations, corporate marketing and advertising.
During the second keynote, Tihanyi said the automaker is looking to use entertainment to introduce new models or product features, as it unveiled the new Pontiac GTO in the Triple X DVD–or to compliment marketing pushes, such as re-defining Buick as it celebrates its 100th anniversary this year. In addition to renewing its sponsorship of the Triple Crown horse racing series, Buick is tying in with the July release of the equestrian film “Seabiscuit” from Universal Pictures.
“Most brands find it really sexy to be part of a movie,” Ravetch added. “But in the end, the director has final control. Ultimately, we’re making movies and we’re not there to turn them into commercials.”
The entertainment industry is especially competitive for consumer eyeballs.
“Television is reacting to new technology and social change,” said Jed Petrick, president and chief operating officer of the WB Television Network, during the first keynote. He ticked off the entertainment choices consumers face–from movies to TV to Internet to games. “Today there are seven networks and the average home has 102 channels.”
Yet Petrick urged the audience of entertainment marketers to not be daunted by the continuing technological and social changes. “Don’t be afraid of fragmentation–go after it,” he said. “You can win big.” He pointed out how both big promotions, such as the Pepsi “Play for a Billion Challenge” on The WB, and smaller efforts, including its “Casting Call” effort with Clean & Clear, can both work.
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