Near heavily on domestic brands, "Transformers" per 20 million yuan

The reporter Zhou Nan Yan

Two years later, Optimus Prime and led the "car people" back! Today, the movie "Transformers 3: Black January when the" official visit Chinese mainland cinemas. "King Kong were" the return to both 2D, 3D version with the audience, compared with the first two sets, visual effects even more shocking.

Aspect

Actress steal

King Kong tear busy public

Hollywood has always been a weak plot a common problem, 'Transformers 3' is no exception. This sets the story did not get rid of the previous two sets of stereotypes: repeated failures of the "Decepticons" comeback "car people" continue to struggle with tenacious; actor Sam Jin Gangpeng once again with his faithful partnership.

This time, the film actress into a lingerie model turned 罗茜汉丁顿 - Terri benefits. May want to cover up the embarrassment of the story pale in the first half of the film, the heroine of crazy close-ups appeared. This audience bluntly pointed out that the actress "is a purely decorative."

With the development of the plot, fans look forward to the Diamond war unrest finally took place. Especially in the film's final 50 minutes, a series of fight scenes, almost can not have breathing space. Especially the "Decepticons" out in force, wantonly destroy the city of Chicago, sliced ​​skyscrapers effects scenes, great visual impact.

However, because this group Jizhan highlights the tragic scene color, how much the audience feel a bit depressed. Optimus Prime into a one-armed battle, the Hornet is almost scrap metal, Chung King series was crushed, melted ... a connection point of a tear of sadness, it seems too deliberate. In particular, to end at the Earth at stake, Sam's girlfriend, luring the enemy's scene, but was criticized for a "sprinkle idea that" the suspect.

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Per second, 20 million yuan! Near heavily on domestic brands, "King Kong"

"I can finish the first-lactose milk say it?" This is not a TV ad, but "Transformers 3" in a line. In this film, that attracted the domestic audience exclaimed a bright spot, the four domestic brands of implants placed in the film advertising. In addition to dairy giant Yili made this ad, when viewers see the actor wearing a T-shirt Metersbonwe appearance, the film's 3D TV everywhere TCL, Lenovo and other laptop deformation of the robot scene, I am afraid will not help but laugh.

Chinese brands such a large scale in product placement in Hollywood movies, this is the first time. The impact of product placement to promote the workshops and cultural Consulting Co., Ltd., and its actual identity is the "Transformers" Chupin Fang DreamWorks, Paramount and Hasbro's marketing agent in China.

According to the shadow factory president Liu Siru, the domestic brands in order to become a "Transformers" product placement partners, to go through three barriers: whether there is sufficient brand awareness, promotion of business are you also have the strength and marketing ideas, concepts and brand image and video Does the story fit. The four Chinese brands are in line with these three requirements, the more successful product placement.

You want beside the "Transformers" faceless children, this advertising can be really cheap. An industry source said that in the presence of a large U.S. brand of product placement, per second charging close to 20 million yuan; The industry estimates, the four domestic brands to vote in the "Transformers 3" on the advertising total, probably more than 60 million yuan.

Although the four major domestic brands dig the money, can succeed in "Transformers 3" in advertising by the patience, impossible. According to Liu Siru said that when the Queen have proposed two kinds of product placement ideas, one is "Let the Hornets to drink milk", the other is "Let the King have a source of energy for milk." However, this placement is the story of the film has been a violation of logic, it flatly rejected by the director Michael Bay. However, the actor asked to use the Lenovo brand in the laptop, and this computer "deformed" and must be a positive role, such a request was directed gladly accepted.

"Although the implant costs are not low, but definitely a good deal." Jiang Yong, an expert on American film analysis, "" Transformers 3 "in global box office of more than 10 billion U.S. dollars, the Mainland of China Piaofang will reach 1 billion yuan on the domestic companies, product placement is the holy grail of a good thing. "especially the film will release in more than 100 countries, want to go abroad for the domestic brands, with no low-publicity.

Implantation of domestic brands, "Transformers 3", in addition to the brand appeared in the film, but also allows the use of transformers image advertising. In fact, Beijing's subway everywhere with films made by Yili milk ad. "The most value is that the" Transformers 3 "where the only Chinese elements, is implanted in the four domestic brands, the audience and the media focus this together, form the subject effect is estimated after the release of the film, will lead to higher interest degrees, which is less than the effect of general advertising, this alone already shows very successful implantation. "Jiang Yong said.

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How advertising implants, viewers do not hate?

Zhou Nan Yan

"Transformers" series to make money well and no longer a secret. Placement in films, toys, games and other peripheral products and network revenue has exceeded box office receipts, had a really strong brand derivative effect. By contrast, made films still rely on the current box office as the main source of income, the film has been high investment risk. How to develop sources of income outside of the box office, this time Hollywood made films gave a lesson.

Speaking of movie product placement, which no longer new. Last year, domestic placement in film and television drama was rampant, the audience has been widely criticized. But why "Transformers" series a lot of product placement, to be seen everywhere advertising the brand to the point, did not cause a strong reaction of the audience do? The reason is simple, the film's placement in at least also in line with the story needs, although there are unexpected, it nevertheless does not seem particularly stiff. And made films have to raise the level of the implant, such as "the Great Tangshan Earthquake" This disaster movie, a lot of product placement, may hurt the feelings of the audience.

Placement is not a bad thing, help to reduce the cost of the film. Made films but still is the main type of costume, which also resulted in product placement is very difficult to have to implant it becomes too contrived, the audience would have been bad reviews. Made films still only in some comedy, romance in the placement, but such films generally lower cost, the social impact is not large, it is difficult to attract big brands to enter. For motion pictures is, to a difference in the placement, to broaden the type of modern film that say that it is urgent problems. Today, the domestic film market, although hot, but most of the film at a loss, expansion placement and derivatives income, made films have a long way to go.