Marketing through film
DOI link for Marketing through film
Marketing through film book
This chapter examines the wider impact of film on society and will look at film in terms of a marketing tool itself—the marketing of cultures, stories, social and political messages. It describes film in place marketing, as well as recent developments in product placement and branded entertainment. It is difficult to separate the political, cultural and commercial elements of filmmaking. Film was used as an educative medium in the US from its inception. Film was seen as an essential tool in teaching early Americans what it meant to be American and how they could achieve the status of ‘good Americans’. There is a blurring of the traditional separation between fictional films that are viewed merely as entertainment and documentary films that have an educative purpose. The advantage of the partnership promotion approach is the movement of placement activity outside the cultural product itself and into the more conventional paid-for promotion space of advertising.