Hollywood Meets Madison Avenue: The Commercialization of US Films

Wasko, Janet; Phillips, Mark Salber; Purdie, Chris

doi:10.1177/0163443793015002009

Cited by 36 publications

(16 citation statements)

References 2 publications

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“…Research has suggested that the adoption of product placement results from marketer perceptions of attractive cost-benefit ratios, compared to other media placement options, and the inability of the consumers to avoid the persuasion attempt, while at the same time content creators can generate cost-savings and enhance the aesthetics in film settings (Govani, 1999;Krugman, Cameron, & White, 1995;Mandese, 2004;Wasko, Phillips, & Purdie, 1993). Product placement can also provide global reach and the capacity to extend message lifetime (Balasubramanian, 1994;Karrh, 1998).…”

Section: Classical Product Placement and Its Limitationsmentioning

confidence: 99%

“…These include (a) virtual placements -brand messages digitally added during a mass media programme broadcast that live-event audiences are not exposed to (Hey, 2002;McDonnell & Drennan, 2010), (b) retrospective placements -digitally embedding brands or messaging or messages in a mass media programme or film after its first release (The Economist, 2005), and (c) online placements -real time delivery/updating of customised placements while individuals play internet-based video games (Grigorovici & Constantin, 2004). The emergence of these new placement opportunities enhance execution flexibility and impact placement effects positively, but also reduce the risk of poor box-office performance and the inability to plan in advance for placement opportunities (Wenner, 2004).…”

Section: Digital Technologies and Product Placementmentioning

confidence: 99%

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Extending the product placement research agenda: The impact of hypervideo on interactivity and timing of product placement decisions

Lynn¹,

Jaramillo²,

Muzellec³

2014

Mark. Rev.

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The practice of product placement is a popular marketing practice based on welldeveloped concepts and a large body of empirical results. This paper identifies an emerging gap in the literature caused by the increasing adoption of post-PC devices for video programming and the maturation of interactive and digital video technologies, and specifically hypervideo. Hypervideo is an interactive technology which allows viewers to click on elements within the video and navigate to retrieve further information associated with that element. This paper proposes that hypervideo extends classical product placement along two dimensionsinteractivity and time.Building on the existing theoretical base synthesised by Balasubramanian, Karrh and Patwardhan (2006), this paper proposes that interactive and retrointeractive hypervideo-based placement may (1) overcome some of the limitations of traditional product placement, (2) enhance execution variables and therefore, (3) enhance key message outcomes positively. The paper expresses those changes in the form of propositions, which will need to be tested empirically. Based on these propositions, the authors advance a research agenda to address the gap in the existing literature.

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Section: Classical Product Placement and Its Limitationsmentioning

confidence: 99%

Section: Digital Technologies and Product Placementmentioning

confidence: 99%

Extending the product placement research agenda: The impact of hypervideo on interactivity and timing of product placement decisions

Lynn¹,

Jaramillo²,

Muzellec³

2014

Mark. Rev.

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“…Rooster Teeth introduced merchandising to help offset costs, besides DVD sales, an increasingly popular revenue window in the motion picture industry in times when box office sales do not suffice to break even provided the production costs (Eliashberg et al, 2006;Wasko et al, 1993;Yoon and Malecki, 2009). Table 1 summarizes the activities undertaken by the firms in our sample during under-the-radar entry to the animation industry (phase one) and first opportunity recognition and commercialization strategies (phase two).…”

Section: -Shirt Just a White T-shirt With A Logo On It Would You Bementioning

confidence: 99%

Under the radar: Industry entry by user entrepreneurs

2010

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This is the accepted version of the paper.This version of the publication may differ from the final published version. Permanent repository link ABSTRACTWe inductively develop a model of the commercialization process for new products or services user entrepreneurs undertake when entering an industry while drawing on proprietary technology developed in another industry. Extending the growing field of user entrepreneurship, we identify a two-phase approach to industry entry by user entrepreneurs who start "under the radar" of incumbent firms, gain experience, attract a first potential customer base, and then, in a second phase, engage in commercialization. During this process, a community of fellow users is of major importance for the entrepreneur, serving as a knowledge pool for skills development and experimentation with different commercialization paths. We study a nascent group of firms founded by users of video games who became entrepreneurs on entering the animation industry by producing Machinima, a new film genre characterized by shooting film in video games. We explain how user entrepreneurs gain access to complementary assets (video games) for their new use (shooting film), how they deal with intellectual property issues when using other firms' assets, and how user entrepreneurs combine domain knowledge about film production with their experience in video games and the art of Machinima. Our propositions hold implications for management and policy.

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“…One of the primary reasons for the recent popularity of brand placement deals is the costbenefit ratio of the practice, particularly in light of constantly increasing media placement prices (Wasko, Phillips and Purdie, 1993). With a single film placement, advertisers' brands can not only be seen or heard by consumers at the local cinema, but reach an even wider audience when that film later opens in overseas theaters, appears on video and DVD, and is later broadcast on network television and pay cable channels (Wasko, Phillips and Purdie, 1993;Crawford 2004).…”

Section: Brand Placement Popularity-advertisersmentioning

confidence: 99%

“…With a single film placement, advertisers' brands can not only be seen or heard by consumers at the local cinema, but reach an even wider audience when that film later opens in overseas theaters, appears on video and DVD, and is later broadcast on network television and pay cable channels (Wasko, Phillips and Purdie, 1993;Crawford 2004).…”

Section: Brand Placement Popularity-advertisersmentioning

confidence: 99%

Brand Placements in Korean Films, 1995–2003: A Content Analysis

Sung

Choi

Gregorio

2008

Journal of International Consumer Marketing

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A content analysis was conducted ofthe top 10 most popular Korean films of each year between 1995 and 2003. The study examines to what extent and in what context brands have been placed in Korean films over the nine-year period. Results indicate that brands are prevalent and occurrences have increased over time. Comedy and action were the most popular genres for placement. In terms of product/service categories, non-alcoholic beverage, alcoholic beverage, automobile, clothing, and food brands appeared most often, and Coca Cola was the most frequently occurring brand. Marketing and public policy implications and future research directions are provided.

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Hollywood Meets Madison Avenue: The Commercialization of US Films

Cited by 36 publications

References 2 publications

Extending the product placement research agenda: The impact of hypervideo on interactivity and timing of product placement decisions

Extending the product placement research agenda: The impact of hypervideo on interactivity and timing of product placement decisions

Under the radar: Industry entry by user entrepreneurs

Brand Placements in Korean Films, 1995–2003: A Content Analysis

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