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The Great Gatsby Is A New Way To Film Marketing In China.

2013/9/12 20:53:00 186

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The Great Gatsby Luxury Brand Movie Marketing

with the release of the great Gatsby in China, the female fans, apart from talking about their idol "Leonardo Dicaprio", also have the big cards in the movie: Prada (Prada) < a href= "http://www.91se91.com/news/ index_c.asp" > dress > /a >, Tiffany (Tiffany) jewelry, Booker brothers (Brooks Brothers) suits, the whole movie is a gorgeous brand show from beginning to end.

this show has also brought a lot of money to the brands.

According to the report, after the film was released in the United States, even in the British supermarket, the 20s style a href= "http://www.91se91.com/news/index_c.asp" > Charleston < /a > costumes were sold out within two days, while the tuxedo jacket, classic articles and large red lip gloss sales all soared.

the collision between luxury brands and movies is nothing new.

From the early days when Dior (Dior) was the costumes, cocoa Chanel (Coco. Chanel) designed by Bio, the product designed for "the 70 of the", and the products of countless luxury products that were followed up in the big movies, the cooperation between luxury brands and films never ceased.

but now the luxury brands are no longer satisfied with the accessories of the movie. As Liu Siru, the founder and President of Filmworks of China group, told the first financial daily, "a href=" http://www.91se91.com/news/ index_c.asp "luxury brand < /a > film marketing is accelerating. They are more willing to join the source and the whole process of film production and look forward to becoming the protagonist.

for the film launch of the product line /p >

Beyond P, there is no doubt that product placement is everywhere in the great Gatsby. However, some luxury brands have brought their new relationship with the film industry from the previous product implants or offering products for short time brand and image display.

the brand of Booker, the brother of Leonardo, wears 500 sets of costumes for the film. In addition, there are more than 1700 accessories. This is not all. Booker brothers also launched the The Gatsby Collection specially for the movie. The inspiration of this series comes from the costumes of the 20s of last century, ranging from 198 to 698 dollars.

"P" is unique. SWAROVSKI (Swarovski) has launched a 15 product series called "Romeo and Juliet" for the upcoming remake version of "Romeo and Juliet".

Liu Siru analysis: "with the release of the movie, the brand attention and reputation will be promoted rapidly in the short term. The products built by the luxury brand specially for the film can also rise rapidly in a short time, so that the brand and the film will be a win-win situation."

Less than P, however, the problem is that the attention of luxury brands will be lowered after the movie's fever subsided, especially in the mass of films and audiences.

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< --EndFragment-- > "this is unavoidable," Peng Jieying, managing director of SWAROVSKI China Crystal boutique department, admitted in an interview with our reporter. "So we are not looking for simple commercial films, but looking for epic masterpieces that are influential in a long time, and the theme of the movie is very much in line with the spirit of our brand and the product series we have launched so that we can continue the late impact."

cross boundary "go in" filming /p >

Less than P, the introduction of product lines to movies is not all the new marketing of luxury brand movie entertainment.

Fashion consultant Lillian Von Stauffenberg has pointed out: "in recent years, the practice of promoting brands through movies has become more and more obvious. Past directors only asked fashion companies to provide related products, but now they are also seeking fashion companies to invest in film production."

Peng Jieying affirmed from the angle of brand: "investing in movies makes the brand run through the film from beginning to end, and it is more integrated with the film. It will not be as sudden as a simple implant, and it can enrich each other's character and brand and product personality."

Peng Jieying's experience comes from the upcoming "Romeo and Juliet". SWAROVSKI's entertainment company Swarovski Entertainment invested 17 million dollars in the movie. The chairman and chief executive Nadja Swarovski of the company acted as a joint producer and changed from past sponsorship to direct investment.

"shooting movies and micro films is the trend of luxury brand movie entertainment marketing.

The advantage of directly participating in the production of a movie is that fashion luxury brands can have greater initiative, more space and more expressive power.

Liu Siru pointed out.

in particular, luxury can create brand image and convey brand history and culture in the movie without restriction.

In the theme of the movie, the audience worship its main design and then turn it into consumption. The brand product also serves as an important narrative carrier and serves the narration of the story. This form is undoubtedly efficient for the spread of the brand.

The reason why P is so efficient is that Liu Siru saw that the movie with the same film could always be the fastest selling product in the store because of the movie "cross the border".

"P >" for the film itself, because the investment of luxury brands also makes it more effective.

"The absolute leading role of the movie is women. The fashion luxury brands will have more fashion elements in their films. It will be especially successful and accurate in catching women's psychology and perspective. Besides, the brand will launch its own PR and media resources to publicize special costumes and accessories for the film, as well as a series of exhibitions, commemorative funds and so on, which will virtually popularize the movie to more consumers."

Liu Siru analysis.

relatively large production films, short and small micro films also attract more and more fashion brands to try, especially micro films are easier to launch in the form of series, can make brand awareness continue and enhance, but also allows brands and products to maintain a relatively stable market share and temperature.

avoid beating the guests to the throne.

however, for simple product implants, luxury brands should choose films carefully.

"Fuchun" and "little time", which are full of various high-end brands, have attracted a lot of negative reviews on the Internet. For big investment movies, luxury brands need to be cautious.

how to choose the movie to invest? In Peng Jieying's view, the brand and the movie itself must complement each other. The material and brand spirit of the movie should be consistent and consistent; the story of the movie should resonate with the brand spirit.

Liu Siru believes that luxury brands should take cultural factors as one of the main considerations, because all brands wishing to be based in the world need the foundation of traditional culture.

Luxury goods have different social functions in every country. The specific content of this social function is determined by the deep cultural influence factors of each country, especially those related to consumers' self-concept, which is a major influence on the purchasing behavior of luxury goods.

"P" and the first choice of women's films is another recommendation of Liu Siru, because women are the absolute protagonists of films.

however, the risk of brand attractiveness of luxury brand investment movies is higher than that of film content, which leads to the situation of overwhelming users.

"If the luxury brand performs too much on its own products, it may affect the plot and content of the film itself, and it will easily become a fashion blockbuster, resulting in poor reputation in the later stage and investment failure."

Liu Siru reminded.