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The product integration, a necessity for filmmakers Caribbean
Brades, Montserrat – If you ask Danielle Dieffenthaller how he was able to obtain Westwood Park popular soap opera made in 1997, she would tell the products advertised on the sample. No, not the 30 or 60 second spots that appeared after each dramatic pause, but the bottle of beer on the table, or a sign that the heroine happens to pass on their way to confront her boyfriend cheating.
"Dieffenthaller is one of the few Caribbean producers / filmmakers, who have been practicing the integration of the product from the beginning, as a way to get cash advance for fund his dream of telling stories of the Caribbean, "says Nerissa Golden, a strategist for media and goldenmedia owner of Montserrat.
"With TiVo and other options that people deferred to zap the ads on their favorite shows, Hollywood has gone the way of product integration. Ever wonder why all the women of Desperate Housewives drive from the same brand of car product integration … "He added." Hollywood even consider new projects not include a high level of product integration for either television or film. "
"American Idol is a program that uses the integration products with much success. Coca-Cola and Ford are the main sponsors and their products are not strategically placed, but the program activities revolve around their brands. For example, the music video is a Ford vehicle, or interviews conducted in the Hall of Coca Cola and Coke glasses on the judges' table, "said Dorado.
In recent weeks, two great examples of product integration in the Caribbean style the final episode of The Bachelor, a primetime ABC's audience that was filmed in St. Lucia in the Jade Mountain resort, and "Tyler Perry's Why Did I Get Married too?" which was filmed in the Bahamas. A special screening was also held at the Atlantis in Paradise Island on March 29 before opening USA April 2.
The Bahamas Tourism Vernice Walkine Director General and Minister of Tourism Vincent Vanderpool Wallace agree that having a film director Tyler Perry as shooting the sequel to the film with references common to the islands is unprecedented. For parts of the scene from the movie premiere in Eleuthera and The Bahamas is in the style of a coupe marketing expect to reap dividends in the coming years.
"The mind move to integrate the regional offices, products and companies associated with the visual media needs to happen, both the business sector, and the filmmakers, "says Golden." A filmmaker may have the idea and the concept of how a brand can work in its history, but if the company is not ready to accept this level of marketing, then it will not happen. "
Antigua filmmakers Howard and Mitzi Allen knows this very well. They have made a business of integrating their love of Antigua and Barbuda in its three previous films. The fourth, the summer of 2010 opens the skin and making products integration to a new level.
"Our films have become the historical archives of all kinds. When we shot our first, The Sweetest Mango several places were destroyed shortly after the movie and brought back memories of the old landmarks for our audience, "said Mitzi Allen who serves as executive producer and CEO Films HAMA HAMA TV, a cable channel.
"We always wanted to make movies that people see and from the beginning I see the potential market for movies before you begin to write, "says Howard Allen, the writer and director.
This is a process that has served well for all four productions and television programs. The Sweetest Mango played for three solid months in local cinemas in Antigua and Allen were able to recover the 350,000 Eastern Caribbean dollars spent on production.
"We did not start with $ 350,000. We started with about 50,000, but we were determined to make the film. On the way we have others to buy into the project and have developed relationships with local businesses and our tourist office to complete. If you expect to have all the money in the Caribbean, then you probably will not come. You can not use a formula for Hollywood to make a big budget movie here because we do not have the resources available. However, we have great stories to tell and to tell you in great locations We use what we have, "Mitzi encouraged.
"Much more work needs to be done in the region to help develop partnerships with producers and writers of integration products that will work, "says Golden." As in the case of some tracks from radio today, they can not play some commercial stations, because in essence, we is giving free air time for a drink or an activity that could bring revenue to the station. However, in the video, it is possible to work on arrangements with stations will also be to their benefit to air its programming. It is possible to maintain the integrity of its history, even while promoting a product or company within images. "
Gold admits that many writers and filmmakers from the region can be considered to make films focusing on commercially acceptable as the sale of his story, but says it is possible to have both. "There are other examples in the Caribbean filmmakers who are making the product integration work for them, while maintaining the integrity and original intent of its history. Caribbean companies are interested in associating their brand and products movies and television programs that reflect the positive aspects of our region. Art is at stake is the filmmaker and the history of the right with the marks right, work to create visually stimulating films that everyone feels proud to be part of, and will have economic and social benefits for the association. "
The strategist of the media suggests that the filmmakers have a clear idea of the story they want to pursue, develop a budget for production, identify places or products that can improve the storytelling, and develop proposals to approach a company that shows the benefits of the market have their brand associated with the movie or TV show.
"If you're new to the game could be a challenge to get companies to buy in its history, but certainly not impossible. Dieffenthaller and Allen were beginners at some point and were able to do so and still, "said Gold." There is a Lots of good information online about product integration and visual stories in a matter of doing your homework and finding the right people to help you in the process. "
"The practice of launching in the mirror, your friends or your spouse until you feel confident in your presentation, but Also be clear on what you're offering, "added Gold." Be very clear on what you want from the relationship, what's selling and what areas of their production out of bounds. "
Learn more about the skin – A film Hama in http://theskinahamafilm.wordpress.com .
Photo: Poster of the film to the skin that comes the summer of 2010 Hama Films Antigua
Howard Allen and his wife Mitzi Allen the filmmakers debut in northeastern Caribbean and the owners of Hama Hama Films Antigua and TV, a cable channel.
Nerissa Golden, author, strategist media owner and goldenmedia Montserrat
About the Author
goldenmedia is a public relations media firm that has been working with young entrepreneurs in the creative fields and the non-profit sector in the Caribbean for more than five years. Its flagship brand is trulycaribbean.net, which is a web portal that celebrates the work of Caribbean people, and provides information and resources to boost spirit, mind and body.
Nerissa Golden is the author of The Making of a Caribbeanpreneur: Strategies for Overcoming Fear and Building Wealth and Truly Caribbean Woman’s Guide to Good Love. She also helps to develop strategic media partnerships for clients of goldenmedia Montserrat.
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