Ariela Guerrero
The Mutual Benefit
Relationship in Product Placement
“The
Dark Knight Rises” is a movie that became immensely popular, generating a
profit of around $530,000,000, it attracted thousands of viewers around the
world. A brand that places its product in a movie like this can greatly
increase its profits by creating awareness and advertisement. There are several
scenes in the movie, in which I could spot brands. People who saw the movie are
consciously or subconsciously more aware of these products.
The
most important product placements in this movie are the scenes in which car
brands are depicted. For example, at the beginning of the movie Batman rides in
his Lamborghini, which Cat woman (Selina Kyle) steals from him. When she is
riding the car, she is speeding and looks powerful. Lamborghini benefits from
being in this movie because it convinces the audience by logos that if Batman
and Catwoman drove it and where fast and powerful, they will be fast and
powerful if they have it too. The audience that they are trying to attract is
young, professional and successful adults like Bruce Wayne was at some point in
his life. However, the movie also benefits from having a Lamborghini appear in
a scene like this because it is a highly recognized and expensive brand, so it
supports the fact that Bruce Wayne was a billionaire. Another car that appears
shortly after in the movie is a Rolls Royce. This was another car that the
billionaire owned and it is also a car recognized for its high quality.
However, I think that for this car they are trying to attract an older, more
elegant audience because in the movie Alfred, who was around 60 years of age,
drives it. I believe these two cars are positively represented because they
depict power and money. Another product portrayed in “The Dark Knight Rises” is
Greyhound Bus, which benefits from being in this movie because of the way it is
portrayed. Greyhound Bus appears in times of chaos during the war scene, it is
thrown against a huge truck, however it doesn’t break down. I could infer two
messages from this. First I think it is an argument of pathos because it
appears to people’s emotions. Personally, it appealed to my emotions because it
gave me a sense of freedom to have a bus like this one in times of war because
it can take you anywhere, it can save you. And second, it is an argument of
logos because since it doesn’t get destroyed, it convinces the audience that it
is safe.
During
the scene of the football game, several brands are advertised in the publicity
posters of the stadium, such as: Heinz, UPMC, Doritos, Xfinity, Under Armour
and Bud Light. In his article on Name-brand
props in the movies, Martin Smith says that supporter of product placement say
“brand-name
products and logos realistically reflect the landscape of everyday American
life (Smith 2). So, the movie benefits from having these brands that are used
by consumers on a daily basis because it indicates that the people from Gotham
are regular people like all of us, which is an argument of pathos because they
can feel identified. The brands benefit by creating awareness. Other
brands in this movie are McDonalds, Honda, GNC, One Oxford, Saks Fifth Avenue
and Jos A Bank. Having several well-recognized brands shown through out the
movie is an argument of Ethos because it gives the movie credibility.
The
movie might also benefit from depicting this brand because the brands might
give them discount or samples. In an article from the economic times, it says “Apple has given
away tens of thousands of its computers to those working in the creative
community around the world [and] Don Henshall, managing director of Krispy
Kreme, views product placement as an extension of the brand's sampling activity” (The Economic Times). Furthermore as Andrew Giagnola said, "With
the average production cost of a movie now (more than) $ 26 million, anything
that helps hold down ticket prices is valuable" (Smith 1).
I give it a rating of three
because I believe that the only the Rolls Royce and the Lamborghini really attract
a specific audience and try to send a message about their product. The rest of
the brands shown in the movie are just there and there is no demonstration in
it.
losmovies - I saw the dark knight about three years ago when I was in the 8th grade. And I was blown away at how beautifully done it was, the camera work, the acting, the story, it all took me by surprise. It is to this day one of the best movies I have ever seen or will see. No other movie can impact you in such an intense way than The Dark Knight. It is a movie worth seeing due to the fact that the workers put so much time and effort into this one film and they did not want to waste money putting up garbage. So Christopher Nolan, thank you for not wasting our time, instead earning our time with this film. To this day I still am anxious to see the movie at home. I recommend it to anyone who likes action movies in general. To anyone who doesn't, don't waste your time write bad reviews about this film.
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