Professional Documents
Culture Documents
Filmmakers play an important role in allowing the use of product placements in their films.
This advertising technique is being questioned regarding its ethicality. Since the film is about
branding, advertising, and product placement practices in the entertainment industry, the group
decided to assess it from the perspective of filmmakers in general, such as Morgan Spurlock.
a. Main Problem
● Filmmakers are easily influenced by sponsors because they are being paid.
b. Sub-Problems
● Filmmakers would feel pressure on how they would insert a product in the film. In
some ways, the editorial integrity and creativity of a film may be compromised.
● Filmmakers would get sponsors without knowing the implications of the products
being advertised.
III. Objectives
SWOT Analysis
SWOT Analysis assesses both internal and external factors. It is used to identify and analyze
the strengths and weaknesses (internal factors), and the opportunities and threats (external
factors) of an entity (Kenton, 2019).
Strengths
a. Filmmaker
● Product placement allows a company to promote its products to the general public
Weaknesses
a. Filmmaker
● The need to look for sources of financing, particularly from potential sponsors
b. Brands
Opportunities
a. Filmmaker
● Film companies increase their profit margin by allowing the product placements to
cover part of their expenses
b. Brands
● Product placement creates value to the brands associated with a good film
Threats
a. Filmmaker
● Product placement can interfere with the plot of the film or movie
b. Brands
● A film that performs poorly may have a negative impact on the brand
5C Analysis
5C Analysis is a framework used to understand and analyze the external and internal factors
that impact the operational capability of a company. It has 5 components: company, collaboration,
customers, competitors, and climate (Winn, 2012). Only components relevant to the case are
presented in this analysis.
Company
Customers
Product placement creates a sense of familiarity for the viewers when a brand is referenced
in a film. The viewers of the film are indirectly influenced by what is being shown, and thereby are
manipulated into buying the product.
Collaborators
In product placement, both the filmmakers and the sponsors are benefited. The filmmakers
can promote their film through the commercials and product packaging of the sponsors, and in
return, the sponsors can also promote their products through the film. An example of this is Amy’s
Kitchen being featured in the film and the film being featured in the company’s pizza boxes.
Climate
The climate surrounding the ethical issue is presented using the PESTLE Analysis which
stands for political, environmental, social, technological, legal and economic factors. Only factors
relevant to the case are being presented in this analysis.
Environmental
The “clean city law” of Sao Paulo does not only eliminates visual pollution but is also
minimizes environmental pollution. As mentioned in the film, the absence of outdoor advertising
has allowed people to see more of nature.
Technological
With the continuous advancement in technology, marketers are able to develop a new field
of marketing called neuromarketing which studies the consumers’ psychological responses to
certain marketing stimuli. It uses medical equipment such as functioning Magnetic Resonance
Imaging (fMRI) to measure changes in brain activities to better understand why consumers make
certain decisions.
Legal
In Sao Paulo, one of the largest cities in Southern Hemisphere, a bill was passed called the
“clean city law” banning outdoor advertising which means that no billboards, banners, and posters
are allowed to be posted within the city.
● By clearly defining the contracts to show how much power the brands have over the film.
Advantages
● By featuring only ethical brands in their films, filmmakers will help raise awareness
of these brands.
● The brands considered for product placement may help create better films.
● Reduces the list of sponsors after eliminating those that do not meet the criteria.
b. By clearly defining the contracts to show how much power the brands have over the film.
Advantages
● Limits the brands’ influence on how their product is going to be inserted in the film.
● The filmmakers retain creative control of the film. Hence, editorial integrity and
creativity are not compromised.
Disadvantages
● Conditions may arise that may prevent the filmmakers’ to fulfill commitments
resulting to breach of contracts.
● Breach of contract may pose as an additional cost to the filmmakers, thus limiting
the sponsorship of the film.
● The process of creating clearly defined contracts is time-consuming.
VII. Conclusion
Filmmakers should consider discussing and reviewing all elements of the contracts
regarding product placement before agreeing to it. Through thorough discussion and review,
agreements between both parties can be clearly defined and each of their obligations can be clearly
indicated and understood. The process of creating a well-defined contract may be time-consuming
but this will lead to a well-planned and more thoughtful agreement.
Since filmmakers limit the influence of the brands over the film, the visibility of the products
enhances the overall quality of the film at the same time, maintaining its story. The false, misleading
and exaggerated portrayal of the product is minimized. Proper placement of products in the film,
improves the flow of the film, thus attracting more viewers and thereby increasing their profit.
VIII. Recommendations
Every filmmaker has a vision for each film they produce. This should not be compromised
for the sake of product placement. This section will provide clauses that may be added in a product
placement agreement to help clarify the boundaries in the film production.
At the minimum, a filmmaker should make sure to include in the contract the products to be
featured, the number of products, the agreed price to be paid by the sponsoring company, and the
payment terms. The agreement should also include how the product is to be featured in the film,
including other details such as absence or inclusion of close-ups, and product duration. The manner
of how the film producer will be able to credit the brand at the end of the film should also be clear,
and whether competitors’ products can be featured in the same film.
The filmmaker and the sponsoring brand must reach a consensus regarding the product's
exposure. Both parties must have a common goal in mind, and that is to preserve the creative
essence of the film. A film with positive feedback will reach a wider audience. This will not only
benefit the filmmaker, but also the sponsoring brand itself.
References
Legal Guidelines for Including Product Placement in Your Movie or Television Series | Law
On The Runway. Retrieved from
http://lawontherunway.com/blog/legal-guidelines-including-product-placement-m
ovie-television-series/
Winn, M. (2012, February 2). Situation Analysis Continued – The 5 C's. Retrieved from
Volusion: https://www.volusion.com/blog/situation-analysis-the-5-cs/