How much does car advertising in movies cost?

Eternal investment

You turned on your favorite movie or series and its action constantly revolves around the car. Sometimes the main heroes of the film even loudly mention the make and model. If such a presentation seems to be unnatural, don’t be surprised – very often it is a disguised and generously paid advertisement for the car.

In English, such a product submission is called the Product Placement. Of course, this way of advertising is also common in other areas. Similarly, computers, café networks, banks, phones, soft drinks or any other thing are advertised in films.

Fleans and television series use fine cars to give filmmakers free of charge, and often the concerns pay millions of dollars. But the benefits, sometimes unexpectedly, are also received by the automaker. Because the film becomes eternal advertising, repeated over and over again.

In addition, when creating a car model image, it is sometimes very useful to associate it with a good movie as it takes advantage of the image of the film and the loyal fans base. A great example of integration of such a product is Mini Cooper Puppies in the popular film « Italian robbery ».

Home – a century ago

Integration of car advertising in motion films is not new. It is already found around 1930. In the released Warner Bros. The Gold Diggers, which advertised Buick cars.

But in new times, the inclusion of advertising in films has become much more aggressive. For example, in 1990 In The Rookie with Clint Eastwood, where, according to the storyline, the actor lets out the window while driving the Mercedes-Benz 500SL convertible. When he descends on the ground, he says in a clear promotional slogan, « created as no other car in the world. »

Choosing: The colorful Ford Explorer at the Sea Period Park later replaced the more luxurious Mercedes (photo on the right). Photo by Autoasas.lt

« This marketing trick seems to be a good idea and sometimes it works well, but too straightforward presentation can produce opposite results. The same car or the same brand in one movie may not look like an organic choice of filmmakers, but as a tasteless advertising pause. Autoasas.lt manager Nerijus Paketūras.

Diminished competitors

One of the most well -known hidden cars advertisements are the films of the super -agent James Bond series. They are inseparable with the British pride – Aston Martin brand.

True, in the 1980s, Pierce Brosnan, who played the same J. Bond, drove the German BMW: Kabriolet BMW Z3 in the Golden Eye and the seventh series in the BMW E38 movie « Tomorrow Never Dim », as well as the exclusive BMW Z8 in « The World’s Negro ».

According to The Guardian, the BMW concern paid a cosmic amount to the owners of the Bond car – $ 80 million for the right to call the Bond car. pounds for the above three BMW models.

Interestingly, the filmmakers have not only made advertising to customers, but also anti -advertising for their main competitors. There are more than one episode when the good James Bond and his seventh series BMW are the bad guys who are randomly traveling with the nearest BMW competitor, the W126 S Mercedes-Benz car.

Fleans and television series use fine cars to give filmmakers free of charge, and often the concerns pay millions of dollars.

Ford products were advertised in later Bondiads. In the movie Casino Royale, James Bond, a casino, traveled to the Ford Focus rented, and later drove Ford Mondeo. The scene with Daniel Craig at the Mondeo steering wheel looks like typical car advertising.

1970 Lotus tried to bribe James Bond filmmakers otherwise. Dan McLaughlan, Public Relations Manager at Lotus, was parked an impressive Lotus Esprit S1 near Eon Production Film Studio. This exclusive futuristic car was so fascinated by the film’s producer Ken Adams that he agreed to borrow him for filming. The performance of this car in the film was one of the most impressive in all the history of cinema.

Rewrote the script

Probably many cinema were remembered by the bright green -yellow corner Ford Explorer SUVs in the first Jurassic Park.

According to the scenario, tourists of the Jurassic Period Park visit the entertainment park with dinosaurs, which scientists have been able to bring to a new life, and Ford Explorer carries them in the park. Interestingly, this car was an electric Toyota Land Cruiser.

Price: The BMW Group paid a cosmic amount of $ 80 million for the right to call the Bond car. pounds. Photo by Autoasas.lt

1997 In the second French movie « The Missing World: Jurassic Park » Park cars became more solid dark green colors and much more luxurious. There, visitors to the park were riding the M Class Mercedes-Benz, which is no longer suitable for off-road driving. However, it was the first Mercedes-Benz SUV, not counting the borrowed classic forms since the long-produced Mercedes-Benz G SUV.

In the later series of the Jurassic Park series, we can see other Mercedes-Benz models. The Mercedes-Benz Gle AMG with a coupe body, as well as the Mercedes-Benz Unimog truck, is a dinosaur ambulance.

There is an impressive six-year-old G-Class 63amg SUV and various Mercedes-Benz Sprinter models. Perhaps they are quite good, just not too many mercedes in one movie?

The rules are tightening up

« Transactions with car makers are big money, » Leeanne admitted. She is a marketing project manager at Paramount Pictures, who has worked with the Iron Man series.

In her words, the automotive industry now covers a large part of the cost of film production, eagerly lending cars, even plays a taxi role by presenting movie stars to film prime minister.

« It is no longer the case that $ 50,000 is given and says: Show our car somewhere in the frame. Car companies are now seriously negotiating the entire advertising package – how long it will be for the car, how it will be presented, what image will be created, how much space will be advertised on websites, » explained L. Stables.

The Iron Man series has been famous as the Audi concern – you will find the entire Audi car fleet. The main character, Tony Stark, drives the impressive Audi R8, the character of the famous Hollywood star Gwyneth Paltrow – a more modest Audi A5 model, and the luxury Audi Q7 appeared on an impressive scene where this SUV like a tank is intimidated by the bad character of the film.

Trick: Lotus Esprit S1 manufacturers intentionally built a car at Hollywood studio until they finally fascinated the Bondiada creators. Photo by Autoasas.lt

Used the concept

Product Placement products from companies such as General Motors, Audi and Chrysler are abundant and quite obviously used in another extremely popular superhero franchise.

Acura collaborated with Marvel in the first movie Avengers. Therefore, many of the latest Acura models – MDX, ZDX and TL – can be seen at the time.

« The most memorable scene when Tony Stark and Bruce Banner’s characters sit in the red wine -colored Acura NSX. It is strange to see Tony Stark there because we are used to driving a very similar Audi R8. But the Acura NSX also looked just great. By the way, the car shown in the film was not a serial model because it was not officially delivered. It was a concept car created on the basis of the older Acura NSX, ”explained Paketur.

The Japanese do not use it either

In the Avengers: Altron Age is dominated by Audi, without the Audi A3 convertible, we see the Audi R8, and the Audi TTS model can be seen briefly.

Robert Downey’s character, Tony Stark, is sitting in a car again in this movie, which will probably always associate with an « Iron Man » – the Audi R8.

Integrated the Infiniti brand in the movie « Avengers. The Infinity War » was a wise Japanese company Nissan marketing tactics. Nick Fury, who is driving in 2019 Infiniti Qx50.

Well, the Japanese company Lexus won a place for the exclusive Lexus LC’s successful success in Black Panther. Not only Lexus LC, but also several other models of the company – the Great Lexus LS and many black SUVs Toyota, are visible on the capture scene.

Did it increase Lexus sales and brand awareness? Probably, however, when all characters in one scene are riding new, polished cars of one manufacturer, and the logos of the same manufacturer are constantly on the screen, viewers are reluctant to return to the idea that movies are primarily money -making.