Movies, advertising and stress
I must start by saying I have a negative attitude towards product placement in movies, because most of the times it’s done in a stupid way. Fortunately I’m not the only one thinking product placement is going to far. Rance Crain, editor in chief of Advertising Age wrote an interesting article yesterday on movies becoming “one gigantic product placement” and consumers getting tired of paying to watch a movie full of advertisements.
Now there is also a new source of stress for movie lovers: Bluetooth promotional kiosks eager to connect with their mobile phones while they wait for the movie in theater lobbies. The New York Times reports 20th Century Fox has signed a deal with Loews Cineplex Entertainment to distribute movie trailers, ring tones and pictures through kiosks in three Loews theaters, in New York, Los Angeles and San Francisco. To me, the only good thing about this kind of initiative is that if you’re really interested in this such goodies, at least you get the content for free.
Actually I’m not against Bluetooth technology used to deliver (permission-based!) marketing messages, I’m just against movies becoming an advertising show.
If you’re interested in movies and product placement read also this: “Must love dogs” becomes product placement bonanza