Magazine article Marketing

Editor's Comment: Lights, Camera, Branding

Magazine article Marketing

Editor's Comment: Lights, Camera, Branding

Article excerpt

It's amazing what a recession can do to deliver clarity for a decision on whether certain projects should accept cash from brands.

I might be wrong, but try as I might, I cannot imagine that the UK film industry would have actively formalised plans to open the doors for brands to finance films, and gain some elements of creative control, 18 months ago.

To be fair, as films are unlikely to be a blatant chance to plug a product, brands probably didn't see the value either.

Now all this is set to change with the UK Film Council drawing up plans to create a department to bring filmmakers and brands together, with the latter providing much-needed financing for movies.

So what could be in it for brands? Two years ago Eurostar led the way when it funded Shane Meadows' film, Somers Town. The film did not feature Eurostar branding, but the company viewed the project as a chance to show that, by building an international terminal at St Pancras, it was regenerating a deprived area of London. …

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