Current Events > Product placment is being artifically added to classic films

(+) Yeah! (+)

Fans of classic war flicks will know the scene - actor Steve McQueen revs his motorcycle furiously as he is chased by German soldiers.
Hoping to use the bike to jump over a barbed wire border fence, and reach safety in Switzerland, he pauses to gather his thoughts by a barn.
On the side of the building is a big poster advertising a best-selling beer.
You don't remember the billboard advert? Well it might not have been there the last time you watched The Great Escape, but it could well be the next.
Product placement in films is almost as old as the movie industry itself. The first example of the phenomenon is said to be the 1919 Buster Keaton comedy The Garage, which featured the logos of petrol firms and motor oil companies.
Fast-forward to 2019, and the total global product placement industry, across films, TV shows and music videos, was said to be worth $20.6bn (15bn) that year, according to a report by data analysis firm PQ Media. It is highly lucrative to get a show's leading actor to wear a certain item of clothing, or drink a particular coffee, or drive a specific car.
But while previously the product had to actually, physically be there when the shots were filmed, the advertising industry is now turning to technology that can seamlessly insert computer-generated images.
So items can be digitally added to almost any movie or TV show. For example, advertisers could put new labels on the champagne bottles in Rick's Cafe in Casablanca, add different background neon advertising signs to Ocean's 11, or get Charlie Chaplin to promote a fizzy drink.
And then a few weeks, months or years later the added products can be easily switched to different brands.
One of the firms that has developed the ability to do this is UK advertising business Mirriad. Its technology is now being used by a Chinese video streaming website, and the makers of hit US TV show Modern Family have also tried it out.

more info in the full article: https://www.bbc.com/news/business-56758376

Yay, capitalism!

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Im now imagining gone with the wind but with someone holding a bottle of Volvic mineral water at some point.

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spikethedevil posted...

Im now imagining gone with the wind but with someone holding a bottle of Volvic mineral water at some point.

"Frankly my dear, I don't give a Dannon"

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Batman's outfit in the near future will look like that of Captain Amazing's.

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This is one of the many reasons why the end of physical media would be a real tragedy. Yuck.

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KnightofShikari posted...

That would be more fitting if it were edited to say Nike.

We're gonna reach a point where product placement in movies and TV shows is only bought for a set amount of time, aren't we...

Like, Pepsi may pay a production company to have all the characters drinking their drink in cinematic releases, but Netflix will have a separate deal in place with Coca-Cola where all films on the platform have chararacters drinking Diet Coke, leading to CGI swaps.

We're gonna have the uncanny valley for fucking drinks cans within the next ten years.

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You mean they've been able to create deep fakes where they transplant entire human faces but the ability to put in labels is something new? I find this hard to believe

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Jiek_Fafn posted...

You mean they've been able to create deep fakes where they transplant entire human faces but the ability to put in labels is something new? I find this hard to believe

developed the technology

like these people never heard of Adobe lol?

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Most of this article comes off as hypothetical if anything. It's more about the superimposing tech behind it, and is mostly just coming up with alarmist "what's next?" scenarios.

There's already complicated legal hurdles for the physical product placement that's in older movies, and this could exacerbate things even more.

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Hayame Zero posted...

Most of this article comes off as hypothetical if anything.

The technology is already there and the article mentions shows that have already done so
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You will own nothing and be happy

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