MODERN TECH IN FILMS/PRODUCT PLACEMENT

Modern Technology in Films/Product Placement

Our plot is largely centred on the use of technology e.g. iPhones, Computers, iPads etc and this can also be considered product placement.

Product placement is a form of advertising, which is getting very trendy since last year, especially in music videos and films. The main reason why the most famous artists agree to use product placement in their videos is because they can make a lot of money from it.
Especially Apple products in Hollywood movies over the last couple of years; the number of shown iPhones, iPads and iPods have increased considerably. In 2011 there were 40 percent more iDevices in the popular box office movies. .

(Apple Laptop- ‘Twilight’)

(Sony Laptop- 'The Social Networking')

Through research I have come to understand one of the objectives of product placement is ‘Treating the product as ‘hero’ because it leads to positive sales result...’ Disregarding the sales aspect, I wouldn't necessarily consider the technology we intend to use ‘hero’ but definitely a defining aspect of our plot which I believe will create a level of familiarity and appeal with our target audience as they are most likely to use it themselves to e.g. Smart Phones, iPods etc

We may conclude that brand placement offers a promotional tool that may prove powerful, and It’s important we should be clear enough about the linkage or fit of the technology form in the plot of the film.

Example; Technology in film

‘Cyberbullying’ is a great example of how the internet and social networking sites can be abused, distorted and manipulated at the expense of others.

Cyberbully (stylized cyberbu//y) is a television film by ABC Family network that worked with best selling teenage Seventeen magazine to make the film, and hopes it will "delete digital drama". The film tells the story of a teenage girl who is bullied online by peers via a social networking site and consequently attempts to commit suicide.

Although, cyberbullying isn’t one of our themes, this movie’s plot, and how it focuses its attention on the power and anonymity behind the internet is definitely exploited especially by teenagers in this film and thus it leads to cyberbullying.

This film concentrates on the fact, many of the internet users contributing to the online abuse are very unlikely to say the same things or express the same views in person. This is similar to our plot and protagonist- he would never express the obsession and ‘love’ he has for his best friend but rather hide behind this façade, the internet has created.

I think this is something we can draw from when developing further the cultural link between the ideas of plot to today’s society.

POSTED BY TOSIN