Sick Of Faking It?
The WGA held a news conference this week calling the mounting number of product tie-ins “stealth advertising” and seeking pay for writing that crap into their storylines, as well as calling for upfront disclosure of the practice, to comply with FCC rules. Similarly, SAG members want pay for holding the crap up, driving it, eating it, maybe even acting as though it tastes good.
The best one I ever saw was the hungry Survivors practically clawing each other to death over a Dorito. I hate Doritos, but almost wanted one after all that salivating and rhapsodizing over the frigging thing. No need to pay them, reality show participants are not unionized, nor are their writers/producers, whatever you want to call this new brand of entertainer personality and their, essentially, editors.
As with the airlines, who had to look for ways to profit in a heavily unionized industry, the entertainment execs need to find ways to grow in a changing industry. It is an environment where consumers are running from traditional advertising, which talks at them in non-targeted ways. Is there anyone over five who enjoys commercials? Do you enjoy them on your DVDs? Now they’re even in theatres, do you feel like a sucker paying ten bucks to be some captive audience for a commercial? You should.
As with their delivery systems, the traditional, huge companies that provide 95% of our entertainment have trouble changing long established, and highly profitable ways of doing things. Nevertheless, distribution and technology is changing, and consumers are constantly looking for ways to avoid inappropriate advertising, such as switching from commercial TV to VOD etc. This is where the product placement comes in… can’t fast forward through that. It’s now part of the storyline. At least it’s less obtrusive and distracting.
The real advance will come as advertisers learn to sell only to those who truly will want their product. Instead of mass hamburgers, smaller companies who successfully find customers will be rewarded and consumers may see a day where they won’t find ads or tie-ins offensive because the products and services advertised to them will be stuff they would truly be interested in using. That’s probably a long time away. Meanwhile, brace yourself while the unions and execs quibble about how to split the shrinking TV advertising dollar which is, and will continue to be siphoned off by internet companies… anyone heard of Google?
The best one I ever saw was the hungry Survivors practically clawing each other to death over a Dorito. I hate Doritos, but almost wanted one after all that salivating and rhapsodizing over the frigging thing. No need to pay them, reality show participants are not unionized, nor are their writers/producers, whatever you want to call this new brand of entertainer personality and their, essentially, editors.
As with the airlines, who had to look for ways to profit in a heavily unionized industry, the entertainment execs need to find ways to grow in a changing industry. It is an environment where consumers are running from traditional advertising, which talks at them in non-targeted ways. Is there anyone over five who enjoys commercials? Do you enjoy them on your DVDs? Now they’re even in theatres, do you feel like a sucker paying ten bucks to be some captive audience for a commercial? You should.
As with their delivery systems, the traditional, huge companies that provide 95% of our entertainment have trouble changing long established, and highly profitable ways of doing things. Nevertheless, distribution and technology is changing, and consumers are constantly looking for ways to avoid inappropriate advertising, such as switching from commercial TV to VOD etc. This is where the product placement comes in… can’t fast forward through that. It’s now part of the storyline. At least it’s less obtrusive and distracting.
The real advance will come as advertisers learn to sell only to those who truly will want their product. Instead of mass hamburgers, smaller companies who successfully find customers will be rewarded and consumers may see a day where they won’t find ads or tie-ins offensive because the products and services advertised to them will be stuff they would truly be interested in using. That’s probably a long time away. Meanwhile, brace yourself while the unions and execs quibble about how to split the shrinking TV advertising dollar which is, and will continue to be siphoned off by internet companies… anyone heard of Google?
posted by Intervision at 12:39 PM
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