Before a film screens, University of Otago senior marketing
lecturer Dr Ben Wooliscroft talks about brand and product
placement within it. Photo by Gregor Richardson.
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?
University of Otago senior marketing lecturer Dr Ben
Wooliscroft, and PhD candidate Francisco Conejo, began
research this week 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," Dr Wooliscroft 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, Dr Wooliscroft 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," Dr Wooliscroft said.
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.
More than 40 people watched the movie and responded to
questionnaires on product placement on Wednesday, and about
45 on Thursday night.
Minority Report is a science fiction film directed by
Steven Spielberg, based on the Philip K. Dick short story of
the same name.
People aged over 18 wanting to take part in the research,
which finishes on Monday, can reserve a seat through www.movieresearch.otago.ac.nz,
or by telephoning 03 479-7697.
Up to 220 seats will be available each night.
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