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Product placement, WIIFM?
The Across the Sound lads have been talking a bit about transparency and product placement. They should read Graeme's great post. His belief is that he's willing to view all the ads in Formula1 racing because the ads essentially subsidise his viewing, but he doesn't feel that he should have to put up with it when he pays to go to the cinema. His feeling is that advertisers should pay him to watch films when they have their brands inserted all over the place.
In principal I agree, but my feeling is that films should go to a panel before they hit the circuit, that panel would give the film a PP rating, where a high rating (i.e. more product placement) would mean a higher subsidy on cost to the consumer. Eg.
Rating - Ticket price
PP1..........$5.00
PP2..........$4.50
PP3..........$4.00
PP4..........$3.50
PP5..........$3.00
That way, we know what we're in for when we pay for the movie ticket, and if we want to pay less we must be willing to put up with gratuitous product placement.
Seems like a fair option to me...!
Posted by Rich...! | Permalink
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Comments
How odd that you would want to adjust the price for the ammount of product placement without asking why you should pay the same for a good movie and a crap one.
Posted by: Rob | 29 Sep 2005 12:04:31
I think the problem with pricing for quality is that the entertainment value of a movie is subjective.
You may hate the film "spy kids" because it's a shitty kiddy movie, and yet a 10-year old may love it. You may love art movies, but I things they're just low-budget films with ugly (hairy) woman taking there clothes off. Opinions differ.
However, while there are many things I disagree with when it comes to film pricing, that wasn't really the point of the post. The point was a solution for me currently paying to watch your gratuitous product placement. What I'd be interrested to hear is your ideas for that...!
Posted by: Rich...! | 29 Sep 2005 13:14:11
Product placement is actually not that subjective to measure. The points system makes sense, all you need to do is measure 1)Number of visual/aural "occurences" 2)Amount of screen-time these occurences take up in total, divided by the total length of the movie (or not, that could be a tricky one), and then given some weight rating as you've suggested.
Sure, some could be more subliminal than others, but it shouldn't be that much more difficult to measure than the amount of ads in a magazine, or a newspaper, or a website...
Posted by: Martin | 29 Sep 2005 18:27:57
