On The "marriage" Between Product Placement And Film

The new Chinese film60years through the course, especially the accumulation of bothpositive and negative experiences, we create the new glory of the Chinese film has laid a solidfoundation. Chinese filmmakers, witness the new Chinese film60years of glory is lucky.However, to have the opportunity to create new brilliance is more fortunate Chinese film. Aslong as we insist on innovation, with the tide, advancing with the times, you can contribute to anopen, orderly and competitive film market, it can promote progress toward the goal of scientific,nationalization, popularization and industrialization, the Chinese film, you can the effectiveconsolidation of the local film market while continually improving the competitiveness andinternational influence of Chinese film, Chinese film can create new brilliance.The study found that (1) movie product placement, along with the birth of the newgeneration of film, television, online games and other media and developed a novel form ofadvertising. The direct purposes of the "product placement", its content and audience attitude toimprove the brand's market share. Laid the foundation for the film market enter the era of newmedia in new media now flourish.(2) Hollywood production is not only a movie, moreimportantly, the brand, from the publicity, distribution, screening to follow-up productdevelopment, the brand strategy throughout the Hollywood film industry has always been. Incontrast, the proportion of the total receipts of Chinese film economy in the national economy isalso very small, domestic large at the box office more and more easy to billions of dollars, butthe type is relatively simple, the film-making market relative to the enthusiasm of the audienceviewing not enough variety, in the face of the increasing proliferation of product placement,culture, the state should introduce appropriate measures to specific can-effectiveness ofimplementation. Chinese film that people should find their own path of discovery road, do notblindly follow the example of mechanically spread of implantation.(3) the characteristics of thefilm itself, the advertising creative to make it sound momentum of development, opening up newmarkets. Product placement into the new media age, as advertisers can not simply pray for-profit,you should work hard from the product itself and movie content, otherwise only half done.(4)advertisers and film producers from long-term market perspective to analyze the problem, ismuch greater than the value of the film itself will be in Chinese advertisers were implanted in thead seeking profit, they will not considerconsequences, without considering the audience, Iinvested in large capital advantage to become the dictator of the film, the film does not have theinitiative, so can imagine it is the soul such as ghosts wandering alone.