PROMOTIONS AND LICENSING SERVICES

Feature film owners – both the studio and the executive production team – find it beneficial to partner with a brand, and actively seek these marketing partnerships. Studios have two primary costs to filmmaking, the cost of creating the film and the cost of marketing the film. When the ‘right’ brand partnerships are formed , the studio wins by being able to reduce their overall costs to market the film, by using the brand’s media dollars planned near the film’s release to reach consumers. The studio also looks for ways to market to consumers in places money can’t (literally) buy, which includes the retail stores brands are sold in, as well as the packaging and point of sale signage of the brands in these stores.

Because of this interest, when a promotion is attached to the film, the filmmakers also become more aware of any product placement options that would entice a brand to implement a larger co-promotion, and the potential ramifications in terms of marketing dollars if the placement exposure does not occur. Films can still be a great promotional fit even if the storyline does not allow for a natural product placement.

85%

of people notice product placement in television and film

57%

bought a product based on something seen on-screen

85%

of people believe entertainment marketing works

4 STEPS to a SUCCESSFUL PROMOTIONAL PARTNERSHIP

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In the US, there is typically no fee paid to the production by the brand for this promotional opportunity, as it is a mutually beneficial opportunity for both parties. The final campaign requirements are determined based on the planned media buy and consumer reach. Ancillary licensing or talent fees are required in some cases based on the specific campaign needs.

Take a look below at our four suggested steps to ensure a successful promotion for your brand!

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PROCESS

Creating a cross promotional campaign with a film or other content partner allows your brand to truly differentiate from other advertising clutter.  Not only do you get noticed, Product Placement can have a powerful effect on your brand. It can: increase consumer recall and brand awareness; provide opportunities TARGETED to core demographics; bring you viewers who are engaged with the content, heighten brand recognition, and result in brand sales impact.

One of the best ways to engage consumers through entertainment is with a quality entertainment partner such as a feature film. And best yet – brands can do this with NO FEE paid to the content owner.  The silver screen is a mega example of a large-scale promotion for a brand, so it needs some strategic thought.

These types of strategic content partnerships can extend well beyond the silver screen with the opportunity to leverage TV content, SVOD and even music videos.  In this blog Hollywood Branded looks at four key steps for brands to better understand and maximize an advertising partnership with a movie partner.

BENEFITS:

A comprehensive content promotional partnership platform that utilizes the brand’s planned media and retail footprint provides not only brand differentiation in a crowded marketplace, but also:

  • Soft and welcome introduction to an already receptive fan base of the entertainment partner.
  • Interesting, engaging and ‘cool’ content to leverage brand advertising with.
  • Heightened Product Placement opportunities which may exist within the entertainment content.
  • Easily adapted content to generate social media conversation.
  • Low cost marketing tactic as the brand is reciprocating by media, packaging or even retail space to co-brand the activation. Feature film owners – both the studio and the executive production team – find it beneficial to partner with a brand, and actively seek these marketing partnerships. Studios have two primary costs to filmmaking, the cost of creating the film and the cost of marketing the film. When the ‘right’ brand partnerships are formed, the studio wins by being able to reduce their overall costs to market the film, by using the brand’s media dollars planned near the film’s release to reach consumers. The studio also looks for ways to market to consumers in places money can’t (literally) buy, which includes the retail stores brands are sold in, as well as the packaging and point of sale signage of the brands in these stores.
Brands that invest in a movie promotion can expect to pay for the placement in the film, the production of the TV commercial, the music rights, and the talent. Plus the media costs to run the promotional TV commercial that you’ve made. But these costs may well be worth it depending on the project and its impact for the brand.
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WHY CHOOSE LICENSING PARTNERSHIPS

Some movies, especially fantasy films like The Hunger Games, don’t have very many opportunities for product placement simply because of where or when the story takes place. You won’t pass a Burger King in an alternate universe, and there weren’t any Starbucks in the 16th century. But this certainly doesn’t mean that entertainment marketing can’t be an incredible strategy to partner with these films. That is where promotional partnerships and extensions come in, and The Hunger Games is a perfect case study for how effective they can be. Here are a few more benefits…

LAUNCH YOUR BRAND

BRING TO LIFE YOUR PARTNERSHIP OFF THE SCREEN – THROUGH THE BRAND’S MEDIA OR AT RETAIL CHANNELS.

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INCREASE PRODUCT AWARENESS

CREATE SWEEPSTAKES EXTENSIONS WHICH LEAD TO HIGHER CONSUMER ENGAGEMENT.

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BUILD BRAND LOYALTY

CUSTOM CONTENT DEVELOPED FOR DIGITAL, SOCIAL & PR USAGE THAT PROVIDES TRUE COMPETITOR DIFFERENTIATION.

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BE PART OF THE SCENE

HAVE AN AUTHENTIC INTERACTION WITH TARGETED AUDIENCE AND MAKE A MEMORABLE BRAND MOMENT.

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MAKE YOUR BRAND A PART OF THE SCENE

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