From Heritage Product Placement to Future Proofing Brands
NMG Product Placement: Four Decades of Innovation
Brands have long benefitted from appearances in contemporary film and TV. However, not all story telling is based in the present day with a significant number of productions green lit to be set in the past or the future, so does this limit product placement opportunities?
NMG Product Placement, at Pinewood Studios has long specialised in contemporary, heritage and futuristic product placements.
With the trend and popularity of these productions continuing. Audiences have plenty of choice when it comes to escapism be that through gorging on big budget historical dramas such Netflix’s ‘The Crown,’ toe tapping during neon soaked, contemporary musicals like ‘La La Land’ or fast tracking to the future – via a galaxy far, far away with ‘Rogue One.’
‘Heritage placements are highly valued by brands’ says Sarah Curran, Head of Business. ‘Consumers choose brands they feel they can trust. Iconic brands with longevity can therefore showcase their history through heritage product placement, demonstrating that they were relevant then just as they are today …. Throw some futuristic placements into the mix and positioning can be ‘here tomorrow as well’, re-enforcing positioning as a brand customers can rely on.’
NMG is well known within the Film and T.V. industry as having access to relevant, iconic client archive material and puts the company in the enviable position of being first port of call for any period production filming in the U.K.
‘We always get the first call when a period production is in early stages,’ says Sarah, ‘because time and time again we have been able to help our industry contacts speedily, professionally and at no cost to them.’
Brands that can invest in leveraging their placements, as Tiffany & Co did with the ‘The Great Gatsby’ (2013)
can really maximise the placement’s potential:
Sarah confirms however that there are many great opportunities available to NMG’s clients without them needing to get out their cheque books.
‘The Theory of Everything,’ ‘Imitation Game,’ ‘Fleming,’ ‘Endeavour,’ ‘Sing Street,’ ‘Call The Midwife’ and ‘The Crown’ are just a few of the more recent productions where NMG’s clients have seamlessly appeared on screen, embedded inside the content for perpetuity. With several more period productions green lit and attracting acclaimed directors and actors now is a great time for brands to consider how they can showcase their heritage.
From the past … to the future, 2017 is seeing the release of a plethora of Sci-Fi movies, and a wealth of talent is coming together to make the Phillip K. Dick based anthology series ‘Electric Dreams’ to be aired on Channel 4 and Amazon Prime in 2018. Films like ‘Ghost in the Machine,’ ‘Alien: Covenant’ and Ridley Scott’s ‘Blade Runner 2049’ are hotly anticipated and brands that can show themselves as being part of the future, are onto a winner.
There are many examples of brilliant product placement in films that take place in the future, and sometimes that fictional futuristic product actually becomes a product – like the Nike ‘Back To The Future ‘self-lacing trainers released in 2016 to celebrate the anniversary of the film.
In ‘2001: A Space Odyssey’, Stanley Kubrick imagined a future where brands like Hilton had hotels in space, and Bell Telephone Company (now AT&T) had a working “picture phone” that made calls from space. The film projected what the biggest brands of the day might look like almost half a century into the future and with the film becoming a cult-classic, the placements remains as valuable, if not more valuable, as they were when the film originally came out.
Probably the most famous example of ‘future proofing’ is the appearance of our long standing client Diageo’s brand Johnnie Walker Black as consumed by the whisky loving Decard played by Harrison Ford in Ridley Scott’s 1982 ‘Blade Runner.’ The custom made futuristic bottle and label captured the fan’s imagination and a limited run were made available to the public. Decades on the bottles have taken on a Holy Grail status for well-heeled collectors.
It won’t be long before audiences can see for themselves if the partnership has stood the test of time, ‘Blade Runner 2049’ will be released October 6th 2017 internationally.
To find out more about productions set in the past, present and future that NMG are working on which might suit your brand and to discuss promotional partnerships, PR, social media content and leveraging your brand’s placement on screen then please contact Sarah Curran 01753 655866 or email email@example.com