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Ad ploy puts product on show in movie
By Stuart Elliott
New York Times
Published on Thursday, Mar 27, 2008
The stars are coming out in movies scheduled for release later this year: Angelina Jolie in Wanted, Harrison Ford in Indiana Jones and the Kingdom of the Crystal Skull, Christian Bale as Batman in The Dark Knight, the Dodge Caravan in Soccer Mom.
Back up a minute. A minivan?
Soccer Mom, due in September, will feature the 2008 Dodge Caravan in various scenes as a result of an agreement involving the Dodge division of Chrysler; its media agency, PHD, part of the Omnicom Group; the Meredith Corp., the publisher of magazines like Ladies' Home Journal; and Bogner Entertainment, the producer of the film.
Plans call for Soccer Mom to be released on DVD and shown on a Starz pay-cable television channel. There might be a limited theatrical release as well as screenings around the country, sponsored by Ladies' Home Journal.
Soccer Mom might be just the beginning. Executives at the magazine and Bogner Entertainment are discussing a series of ''Mom'' movies, which would all be titled with the phrase ''Ladies' Home Journal Presents'' and feature some of its ad
vertisers.
The agreement is an example of a trend known as branded entertainment, which is reshaping how advertisers and media companies present themselves and their assets to customers, readers and viewers.
Integrating a brand or product into the plot of a movie, a TV series or a video game is intended to thwart the increasing ability of consumers to zap, zip through or otherwise avoid traditional advertising tactics like television commercials.
Some major movies are also taking part in the branded-entertainment trend. The Pond's line of products sold by Unilever is being billed in ads as the ''exclusive skin-care sponsor'' of Mamma Mia! The Movie, due in July from Universal Studios.
Another Unilever brand, Dove, has been described in news reports as an investor in The Women, a movie planned for release in October that is a remake of the 1939 film of the same name.
Julie Pinkwater, Ladies' Home Journal vice president and publisher in New York, said the sponsorship is ''a great brand extension, a great way of extending our reach'' to current and potential readers and subscribers.
Originally, Pinkwater said, a food company that also advertises in Ladies' Home Journal was to be written into the script along with Dodge, but the company withdrew because of problems that the involvement could be construed as ''marketing to children.''
The stars are coming out in movies scheduled for release later this year: Angelina Jolie in Wanted, Harrison Ford in Indiana Jones and the Kingdom of the Crystal Skull, Christian Bale as Batman in The Dark Knight, the Dodge Caravan in Soccer Mom.
Get the full article here.
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