Movies and Advertising Sales

For anyone who watches TV or shows up to the theater early, it is clear that movies and advertising sales go hand in hand with one another. Thirty minute spots during popular television programming like the Super Bowl can cost a company several million dollars and many companies are dedicated to creating advertising options for companies in the movie theater. However, there are also numerous companies that pay for 'product placement' within movies, bringing a whole new side to the combination of movies and advertising sales.

As early as the Egyptians, papyrus was used to promote sales on wall posters. Ancient wall drawings can also be seen directing customers to purchase something. Early examples of product placement include classic 'subliminal' messages by large soda drink companies flashing messages of their products in the middle of movie screenings. Movie advertisement now takes place in numerous forms including:

• Print ads in magazines, on billboards, buses, etc.
• Television and movie theater commercials
• Posters placed in movie theaters
• Product placement in films
• Celebrity endorsements

As early as the 1950's and 1960's, there was criticism regarding advertising movies or other outlets on large billboards. Critics feel large billboards create a blight on otherwise attractive communities. However, the large movie studios feel large billboards attract many to their advertisement and hopefully, in turn, to the movie theaters. Today, any upcoming movie release can be seen advertised on large billboards, subway or bus advertisements, magazine blitzes and more.

The world's first television ad was on July 1, 1941. Since then, movie studios have been among the many to capitalize on the platform. In fact, 'movie previews' or teasers as they are often called have spread to the Internet. Upcoming film previews are now popular short films on sites such as Youtube. For example, the preview to Snakes on a Plane garnished much buzz about the film. While the movie was not as successful as the film's advertising, the campaign is still looked at for its success in starting viral marketing, a type of advertising that uses consumer curiosity and strong techniques to promote others to spread word of an upcoming film.

On your last trip to the movie theater, you may remember seeing numerous movie posters. In many theaters, movie posters are given the utmost of respect and may even be framed by a collection of small light bulbs. Since the start of the relationship between movies and advertising sales, movie posters have been pivotal in letting those who already attend the movies know that a new film they may be interested in will soon be released.

One of the most used forms of movie advertising is product placement. Many companies will pay a movie studio a price to have their product featured. Product placement is when a product is used prominently in a film. Examples include:

• In Minority Report, Tom Cruise's character uses a Nokia cell phone.
• In James Bond movies, the character often checks his Omega brand watch
• In the movie You've Got Mail, AOL played in prominent role in the main character's romantic relationship, as well as contributing their popular slogan to the movie's title.
• In Mission Impossible, Apple computers are often used
• In Ace Ventura: Pet Detective, the Miami Dolphins are pivotal part of the films plot

Movie studios will also use popular celebrities to spearhead their campaigns. A simple mention by a star about a movie they are 'excited' about is one of the most effective forms of publicity. Bloggers are also becoming celebrities and can affect the tide of movie advertising. For example, celebrity blogger Perez Hilton's opinion on a movie can be pivotal to its success.

While it may seem that the link between movies, sales and advertisements is small, many people are affected by advertisements without even knowing it. Think of the last product you bought. Chances are, someone may have used this product in a movie you saw recently--prompting you to remember to buy it!

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