I class myself generally as a realist. I'm fully aware of the important of advertising and role it plays in financially supporting particular ventures, whether that be websites displaying banners, billboards, or magazine spreads. I'm also aware of how movie and television shows require sponsorship of particular products to fund their endeavours. This has been the case for years. I am not against this, for that would make me a bit of a hypocrite, writing for a site that has google ads embedded. However I fear that the film industry in particular has lost it's subtlety when dealing with product based sponsorship. So much have I noticed this from the new James Bond movie, Quantum of Solace, that it has compelled me to write this article.

I would like to state clearly from the beginning that I have not yet seen the Quantum of Solace, and I do fully intend to. My problem comes with this fact. I haven't even seen the film and already I've been bombarded with 007 endorsed products raging from Sony Vaio laptops to Coca-Cola, to name but two. Everywhere I turn my eyes are filled with QoS endorsed merchandise. Billboards on bridges, signs on buses, movie clips on the underground while travelling up and down the escalators. I'm already sick of this film and I'm yet to watch it.  It truely has an unmatched number of product sponsorships.

I think many people would agree that the makers of QoS have gone overboard with the sponsorship. I seriously doubt that when the QoS was pitched during production there was any lack of funding after the success (an rightfully so in my opinion) of Casino Royale. I can't help but feel that the movie executives are becoming greedy (even more so than usual), and I'm just waiting for them to pull out the excuse of how illegal Internet downloading is killing the industry therefore justifying their actions. Of course it wouldn't be the fact that actors are paid absurd amounts of money would it?

It's not just the movie industry either. Musical artists and bands are also cashing in on blatant product placement. Fall Out Boy the emo/pop-punk band can be seem openly with no shame listening to music on their Nokia mobile phones while sitting in their Cadillac Escalade in the music video for Thnks fr th Mmrs. Just be a bit more subtle guys. It's not just Fall Out Boy. Just switch over to a music channel and count the number of less-than-subtle product endorsements.

Computer games are also being hit. My housemates and I recently acquired a copy of the new NBA 09 game for the PS3. It's a great game, no doubt. But it's golden persona is tarnished by overblown sponsorship that is actually so annoying that it affects the game play. Shame on 2K games, Gatorade and T-Mobile. Yes it adds a sense of realism about the game but at the same time takes away some of the enjoyability.

My point is that yes product sponsorship is a necessary evil in entertainment media. All that we ask is that it is subtle, in good taste and does not take anything away from the original content in order to make an extra bit of cash.

This extract from Waynes World perfectly sums up what is going on.

Ironically, I expect this parody endorsement actually made the film quite a bit of money.  Sigh.

• Thelma wrote ...

• at 12:49, Wednesday 19 November 2008

"Couldn't agree more. What is troubling me slightly however, is the fact I hadn't actually noticed all the extra branding?! It's almost becoming part of entertainment itself, and by entertainment I don't just mean films or computer games. rnrnWe're seeing it more and more at festivals. 'O2 wireless' is a rather obvious one, and who can think of Reading of Leeds without having flashbacks of the most pointless beer in the world... Carling.rnrnIt also seems, that rock music as a whole is practically supported by Jaegermeister?! [Although I must admit, that's one I don't really mind...]rnrnYou've hit the nail on the head here. Not only does this mean I'll notice more and more branding however, it also means its going to anger me more... for sure."

• OurManInYoMamma wrote ...

• at 10:53, Thursday 20 November 2008

"What is getting on my wick with the Quantum of Solace advertising is: why is Sony's home entertainment package cross-advertising with a film yet to be released in the cinema? I don't understand it, 'if you love the film then go and buy a completely unrelated electrical product'. At least he wear the poxy watch."

• funlop wrote ...

• at 15:19, Tuesday 25 November 2008

"one thing, if Olga Kurylenko was in the advertising none of you would mind. If she was in your face everyday you wouldnt care. I wouldnt either. i want to marry her. "