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Selling Transformers


Glade Krepper

on 26 April 2010

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Transcript of Selling Transformers

High Concept Hollywood Selling Transformers Merchandise Product Placement Cross Promotions Tie-Ins Military Ebay HP Porsche Panasonic Pontiac Chevy Xbox 360 Nokia GMC Cadillac Prominent Examples of Product Placements
in Transformers: Definition of
Product Placement: "Refers to the placement of a product in a motion picture by an advertiser or by the filmmaker" (Troup, 1). Media Conglomerates Definition of Media Conglomerate: "A large business group or industrial corporation resulting from the merging of originally seperate and diverse commercial enterprises" (Ayto, 368). Who owns what? Transformers was made by DreamWorks and distributed by Paramount. Both companies are owned by Viacom. What else does Viacom Own? Definition of High
Concept Film: The idea “that a megapic [has] to be based around a simple but intriguing idea” (Thompson and Boardwell, 667). “ ‘High’ [in the term] is actually a misnomer: ‘What the phrase really means is that the concept is so low it can be summarized and sold on the basis of a single sentence’ ” (Wyatt, 13). “ ‘High concept proposals are by definition easily grasped by the studio executives on the run and, further down the road, by the movie audiences, who are given only a week or two from a film’s opening to determine whether it will stay in theaters.’ This ‘shorthand’ form of communication between industry and audience occurs through the marketing of the high concept, which is aided by the simplicity and directness of the concept.” (Wyatt, 14). In the case of Transformers, the high-concept is: Alien transforming robots fight a war on Earth. “Creating (or licensing others to create) merchandise based on a movie, ranging from coffee mugs and T-shirts to elaborate live attractions at theme parks” (Eastman, 243). Definition of
Merchandise: Because of the release of the movie, merchandise flew off the shelves. Hasbro, the company responsible for the Transformers movie, collected $700 million in merchandise in 2007 alone, the year the film was released. (Grimaldi). Results of a search of “Transformers” on amazon.com included: When “a product is placed in a particular movie and in the advertising for the product, the movie is mentioned” (Ericsson and Soar).
“Partnerships between movie producers and other commercial companies (or groups) designed to promote and financially benefit both organizations, most commonly between movie studios and fast-food and beverage companies” (Eastman, 243). Definition of Tie-in: One of the most obvious examples is when fast food companies have toys for a movie in kids meals. McDonald's is famous for its tie-in toys with Disney. Here is another example: DVDs Toys Posters Clothing Bed sheets Stickers Cake pans Books based
on movie Lunchboxes Definition of Cross
Promotion: For example, a prominent product in Transformers was Chevy cars. To cross promote the film, Chevy had a "Transform Your Ride" sale event the week the film was released. Bibliography Ayto, John. Twentieth Century Words. Oxford: Oxford UP, 1999.

Bay, Michael, et al. Transformers. Hollywood, Calif: Paramount Home Entertainment, 2007.

Eastman, Susan Tyler. Research in Media Promotion. Mahwah, N.J.: Lawrence Erlbaum Associates, 2000.

Ericsson, Susan, and Matt Soar. Behind the screens Hollywood goes hypercommercial. Northampton, MA: Media Education Foundation, 2002.

Grimaldi, Paul. "Hasbro Adapts to Expected Lower Revenues." The Providence Journal. 17 Feb. 2009. Web. 21 Apr. 2010. <http://www.projo.com/business/content/BZ_HASBRO_TOYFAIR_02-14-09_E7DAMKM_v12.331d86f.html>.

Thompson, Kristin, and David Bordwell. Film History: an Introduction. New York, NY: McGraw-Hill Higher Education, 2010.

Troup, Marilyn L. The Captive Audience: A Content Analysis of Product Placements in Motion Pictures. Thesis (M.S.)--Florida State University, 1991, 1991.

Wyatt, Justin. High Concept: Movies and Marketing in Hollywood. Austin: University of Texas, 1994.

Apple Mountain Dew
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