Movies ... a goldmine of marketing opportunities

1 Sep 2002

To me the movie market is one of the most powerful marketing tools created, sadly though advertisers and agencies fail to see beyond the cinema spots and various other conventional ways that currently are avaliable. I don't know whether peoples' creativity and originality are running out because there are still a lot of opportunities staring at agencies right in the face and no one seems to be seeing them.

Critics and creatives are always looking for that idea that hits the emotional spot head-on in the consumer's heart, mind and wallet. The thing that makes me laugh is that when they go and get away from it all, relax and watch a movie - they looking at a goldmine of possibilities and don't even know it.

Here's an example: Let's take a movie called "XYZ". Now "XYZ", like most movies, carries a message or messages which audiences can relate to, making an emotional connection. Don't worry, screenwriters make sure there are ways in which audiences can relate (sometimes with their alter ego as well) or else the movie has a rather large chance of going splat, it's just up to you to pick which relation and message you want to use. Now you take that emotional connection and add a little message of your own with your product or service and you should be smiling all the way to the bank. Yes, that does sound very manipulative and materialistic maybe, but hey, we are in the media industry to make money aren't we? Ok, well I'm in it for the passion but after a little while I do need something to support my expensive tastes ... don't we all?

Now of course I'm not going to give out all my ideas here just in case any sponges are reading and waiting for a million dollar idea to fall from a bizcommunity contributor. Nope, sorry... that's life. Though whenever I describe my ideas to close friends, they mysteriously arrive on product shelves within 3-4 years, perhaps proof that there is a corporate "Big Brother" out there listening to us, even if it's on an idle Tuesday evening in the Berg mountains drinking a Martini.

So, above are pretty good ingredients for success with the odd sugar and spice left out for obvious reasons, the other ideas though you'll just have to try working those muscles in your head called a brain or be lazy and wait for me to do it first and then you copy... as usual. Oh, and for those advertisers which would rather take a "safe" marketing decision and not stand out from the rest and do something daring or unconventionally new - you're missing out on millions and are probably going to be bought out in the future.