Chapter 1061： product placement

Three days later, Dunn will depart for London to watch the Red and Blue battle.

This weekend, Dunn attended a giant meeting.

Including Disney's Michael Eisner, Warner's Barry Mayer, NBC's Steve Burke, Twentieth Century Fox's Tom Rothman, Legendary Pictures' Michael Ovitz, and MPAA's High Tube and a few California lawmakers.

The reason for the meeting was Michael Eisner and his wife's 30th wedding anniversary.

Michael Eisner is a big name in America.

Over the past few decades, he's been in Hollywood what Bill Gates was in Silicon Valley.

Such an important anniversary party was either passed quietly behind closed doors, or spread invitations and invited all the heavyweight guests over to witness the harmony and love of their husband and wife.

Even Buffett took the time to come.

On weekends, everyone is generally free.

However, the circle is different.

Buffett did not join the discussion in the entertainment giant circle of Dunn and the others.

The proposal came from Michael Ovitz.

And through the relationship of Dunn, and the opportunity of Michael Eisner's wedding anniversary, many industry leaders gathered together to reach a general consensus that can meet the collective interests.

Proposed content: product placement.

To sum it up in one sentence, it is the placement of product advertisements in film and television works!

In Hollywood, this is already a very mature industry.

Product implantation has been around for half a century. However, this caused a lot of controversy at the time, thinking that this kind of behavior violated the principle of news objectivity and violated the audience's right to know. It was not widely spread, but only individual cases.

Until the 1980s—

Spielberg made a movie "E.T." in which the alien E.T and Liz Chocolate are linked. Then, Liz Chocolate became an instant hit, with a 65% increase in sales that year!

Tom Cruise starred in the movie "Crazy Boys", in which he wore a pair of Raymond sunglasses. Then, sales of Raymond sunglasses skyrocketed 3 times!

Since then, advertisers have truly seen the power of Hollywood movies, and they have begun to increase their investment, and they are desperately spending money to place advertisements in movies.

Plus, starting in the 1980s, production costs for movies and TV shows skyrocketed. In order to reduce costs, producers can only give up their past persistence and start to look for more foreign funds, and advertising placement has officially become popular.

In the 1990s, it became more and more serious.

For example, MGM's film "007: Tomorrow's Empire", the producer adopted an integrated plan for implantation, and reached a product implantation agreement with five companies, Smellow, BMW, VISA and Ericsson, and received a total of $98 million!

You must know that the total production cost of this film is only 120 million US dollars!

This has become the most sensational event for Hollywood bigwigs that year!

This is more sensational than changing the director of Titanic at the same period and letting 18-year-old Dunn Walker direct it! Even more shocked!

Ordinary movie fans are naturally more shocked by the super-sale of "Titanic". They have a low level, limited vision, and can't see the bigger picture. They think that a movie with a box office of close to 2 billion US dollars is an earth-shaking event. .

In fact, in that year, "007: Tomorrow's Empire" was more meaningful to the operation pattern of Hollywood.

"Titanic" is just a movie that made a lot of money, but "007 Tomorrow Empire" has changed the industrial structure of Hollywood.

The significance of this film is no less than the concepts of "plating investment", "explosive model theory" and "special effects industrial process" proposed by Dunn later.

Since then, product placement has really developed into a "standard operating procedure" for Hollywood products.

It has become a huge source of income for Hollywood!

Last year, New Universal Group exclusively produced 44 films, 16 TV series and 9 reality shows.

The total production cost was $3.16 billion.

Among the production costs of more than 3 billion US dollars, the product placement alone helped New Universal Group save 1.13 billion US dollars in budget.

In other words, 30% of the production budget can be met by advertisers!

This is definitely a huge cake.

Other film and television companies, even in terms of size and attractiveness to advertisers, are not as good as New Universal. But they have a more limited production budget and a stronger reliance on product placement.

However, more and more ads are placed, causing more and more negative effects.

First of all, selling products to the audience without their knowledge is equivalent to cheating.

Secondly, product implantation will destroy the artistry of the content of film and television works, resulting in the incoherence of the plot. Or the implanted products do not match the plot of the work, which in turn arouses the disgust of the audience.

Just a few days ago, the Hollywood Screenwriters Guild, in this year's white paper, slammed the current situation of product placement with rampant marketing.

They argue that this phenomenon makes it necessary for the final stage of the staff and workflow to modify the work to "slip in" the merchandise, depriving the writers of their creative rights.

Fortunately, the Screenwriters Guild has almost zero right to speak in Hollywood.

Far from being comparable to the Producers Guild, Directors Guild and Actors Guild.

The bosses don't pay much attention to this kind of trade union's challenge.

In labor disputes, the final winner must be the employer. Those who have won the labor force have all become socialist countries, and then the labor force has been squeezed even more severely, and it is also called "good news".

"You don't need to worry too much about the situation here, the screenwriters union can't make trouble." Tang En held a glass of red wine and stood in the middle of a group of entertainment bosses.

5 years ago, such a scene would have been unimaginable.

At this moment, he is already the C-core of these entertainment giants.

"Tell me a long story short?"

The speaker was Andrew Feeney, a member of the California Senate, a direct descendant of Governor Schwarzenegger.

This time, he was the official representative of California.

When the bosses talk about things, they don't need to be as fussy as the executives below, and propose solutions one by one, mainly to propose an idea, and everyone decides.

Dunn smiled, "This is Michael's home court, wait for him to come."

After a while, Michael Eisner walked over with a blushing face, and everyone smiled and said hello to him.

After the simple words of congratulations, we returned to the theme.

"Do you understand?"

"No, I'm waiting for you."

Michael Eisner smiled, no longer polite, and said sternly: "The role of product implantation is getting bigger and bigger, with the increasing popularity of Hollywood movies around the world, it is foreseeable that in the future five In 2018, the film and television industry can obtain a return of 20 billion US dollars from major advertisers through product placement."

That's an average of $4 billion a year!

This is definitely a super big cake!

No one can destroy it!

Not only can it not be destroyed, but also make this cake bigger and stronger!

This is more in line with Hollywood and in everyone's interests.

The bosses all looked solemn and listened attentively.

Although the people here, any two people have had great conflicts. But at the Hollywood level, everyone is a community of interests.

Michael Eisner continued: "Nowadays, Hollywood has gradually changed from a geographical term to a virtual adjective. More and more Hollywood film and television works are produced all over the world, especially in continental Europe. However, the EU and UK are very secretive about product placement.”

Senator Andrew Feeney immediately nodded and said, "That's true, if I remember correctly... When Hollywood products were implanted in Daxing, the European side began to be vigilant and passed legislation to limit it."

In the late 1980s, the European Union promulgated the Act "Film and Television Without Borders", which clearly stipulated the principle of separate treatment of advertisements and film and television programs.

This is a hard and fast rule.

Even the branches of Hollywood giants in the European Union, if they want to make movies and TV, must abide by this Act and prohibit product implantation.

Undoubtedly, this is a huge policy constraint for Hollywood.

Under the new model of Hollywood films being produced globally, shot globally, and then returned to Hollywood's centralized distribution, the EU's bill is very unfriendly.

The UK is part of the European Union, but does not enforce EU laws.

But the situation in the UK is not much better, and the UK Radio and Television Authority also has corresponding regulations.

Generally speaking, the film and television environment of the entire European continent is very backward, even inferior to East Asian countries.

Precisely, Europe is Hollywood's largest overseas market, and it must be grasped in its hands.

"So... are you trying to lobby the EU to revise the relevant laws?"

The bosses are all human beings, and they immediately understood the purpose of this meeting.

At this time Dunn opened his mouth, he said: "Yes, Hollywood film and television works will be sold to Europe without any restrictions, and new media technology is developing rapidly. Times have changed, the EU's old The bill has been enacted for 16 years, and it is time to introduce a new bill that is more in line with the trend of the times. Or... simply cancel the "Film and Television Without Borders" Act to form free trade in the film and television market."

"Ha ha!"

Everyone laughed.

Act repealed?

This is simply not possible.

Europe is America's biggest ally and America's biggest competitor. The EU cannot allow the European market to become Hollywood's backyard.

The Film Without Borders Act is indeed a bit outdated.

The rigid requirement to separate commercial advertisements from film and television works is not in line with the trend of the times at all.

The film and television works produced by Europeans themselves do not participate in commercial advertisements, but there are Hollywood works. Can the EU still block Hollywood films?

Whether it is from the perspective of the industry structure, the development of the times, or from the perspective of Hollywood's interests, it is imperative to promote the loosening and reform of the EU's "Film and Television without Borders" Act.

The internationalization of Hollywood is not the integration of Hollywood and the international community, but the compromise of the international community to Hollywood. ...

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