Quote:
Originally Posted by Fat Abe
The Kindle scene in the movie was memorable and very cost effective. Some may regard it as weird and inappropriate (technically),
http://brandsandfilms.com/2010/08/ki...nt-gone-weird/
but as far as product placements work, this one was novel and successful. Think about the demographics. First, you have a cab driver who comes from a minority group. This appeals to liberals. The driver is attempting to improve his life by reading. This appeals to Republicans. Next, you have a middle class suburban couple, both of whom work for a living. Many film viewers can relate to these characters. Date Night has a high rental rate at Blockbuster and Netflix. The Imdb rating is 6.5/10. You can't argue with success. Now, compare this with dumb product placements like the one Apple paid for in Killers, with Ashton Kutcher and Katherine Heigl. Kutcher plays an assassin/spy and drives a Ferrari. The Apple laptop appears in a brief, forgettable scene. Ferrari 10, Apple 0. Also, the movie garnered a user rating of 4.5/10. |
Thanks for noticing my blog and my opinion regarding Kindle's product placement in Date Movie. Kindle's exposure in the movie was in my opinion fine, but as a marketer I don't want to show existing and potential users non-existent capabilities of my product. That is the weird part. James Bond can fly with his Aston Martin/BMW and that's ok with the movie goers. But in case of Kindle and Date Movie that was not the best solution.
I know that it's hard to give Kindle an important role in movie or TV shows, but if you want product placement to really work, you must try harder than they did in case of Date Movie.
Regarding Apple: Macs, iPods, iPads ... have been an important part of Hollywood production in recent years. But that's Apple strategy and IMO a collateral damage of this strategy are also weird, stupid placements. In general this strategy is ok and it works on a long run.
Erik