Study On The Problem Of Movie Product Placement

Movie product placement was originated from United States in the 70s, 20th century, andquickly swept the world, become an important new form of media advertising. With the rapiddevelopment of China's film industry, Movie product placement also has seen significantdevelopment in the domestic film market. The changes of media environment, the popularityof digital pay TV, even people turn a blind eye to those conventional advertising, all theseaspects led to a slower growth of traditional advertisement, movie product placement, thisnew advertising model has been used more and more by the producers and businessesnowadays and built a brand new win-win platform for both parties.However, with the application of movie product placement, its problem is also exposed.Specifically in the following areas, the market operation mechanism is not perfect, theindustry chain is incomplete, the industry supervise is not perfect, the mode of placement israther simplistic, lack of innovation, and the overall quality is not high, fuzzy evaluationstandard on application, lack of evaluation system. These problem not only seriously affectedpeople's understanding of movie product placement, but also reduce its application abilitybetween the combination of movie and advertising industry,which is an important problem inthe develop of movie product placement. We need to find a way to get answers on how toresolve the conflict between the movie and advertising. We can say that we are still far awayto make full use of the application of the movie product placement. How to make full use ofits advantage, how to achieve more interactive effective between movies and advertising toget to a win-win result finally, we have to put more attention on the problem of movieproduct Placement.This article has the application of the movie product placement history and current situationas the starting point, will focus on exploring the movie product placement application specificissues from its level of market applications, analyzes the industry chain operations problems;Combination of rich case studies, analysis the shortcomings of the individual implant modelapplication; at the same time, will work on the movie product placement effect for advertising applications thorough theoretical research and content analyze; and on this basis, out of thequestion on the application of consideration, proposing five effective strategies for the movieproduct placement application in order to provide a theoretical reference and practice supportfor the further study of the Chinese Movie product placement.