Movie studios are so desperate to make money that they are adding products to previous films.
Product placement has been around since the dawn of cinema. The 1919 Buster Keaton film The garage was sponsored by the gas and oil companies used in the film, and we’ve seen companies like Nike, Pepsi, Apple, and Dr. Pepper paid millions to have their products appear in movies and on television.
I mean, we all remember how Spider-Man hit his web on the Dr. Pepper can shot.
Product placement is popular and works. Because of this, companies are considering adding them retrospectively to older films. What if Citizen KaneRosebud wasn’t a sleigh, but a designer toboggan run? Or when the champagne is in Casablanca were Coors Light?
That may sound extreme, but companies are looking for ways to add billboards or even products on tables to older films, for example. The fact is The entire global product placement industry is expected to be valued at $ 20.6 billion in 2019 According to a report from data analytics company PQ Media.
According to the BBC, aAdvertising managers are reaching out to companies and trying to match them with movie studios to add their products to films, including previous films where they are added digitally. One such company that does this job is Mirriad.
The managing director of Mirriad, Stephan Beringer, expects such digital product placement to spread.
“We started working in films,” he said in a statement. “Our chief scientist Philip McLauchlan and his team developed the technology that won an Oscar for the film Black Swan. Technology can “read” an image, it understands the depth, the movement, the material, everything. So you can introduce new images that the human eye basically does not know that they were created afterwards and after production. ”
That sounds wild, but it’s an adaptation that is a long time coming. As people stream and skip commercials with services more than ever, studios and networks are trying their best to find a way to offset production costs and make lucrative advertising money as their shows can reach large numbers of global viewers.
And technology is racing with the times. It’s not just about adding older products, it’s also about capturing who is watching and adjusting the ads and product placement to suit your needs and wants.
This is like the dystopian part of Minority report Here Tom Cruise walks through a mall through someone else’s eyes and sees various targeted ads.
But what about the artists? I don’t want to watch North by northwest and see him with a Verizon pay phone. Or catch Kramer versus Kramer and watch the father wash his son’s hair with Johnson & Johnson shampoo.
Film critic Anne Billson says, “I would be interested to find out about the legal aspect of digitally revising a copyrighted work, or whether advertisers would need to buy the film before manipulating it. Question the role of production designer, who thought a lot about the look of something, only for a casual advertiser to come by at a later date and spoil it with changes or additions that may be anachronistic or inconsistent with their other carefully considered design decisions. ”
There’s a lot to unzip here, but that’s what’s happening right now.
We’ll keep you updated on any Hollywood productions that want to change older movies.
Let us know what you think in the comments.