CRI听力:Branded Entertainment

Would you buy cat food just because you saw Garfield the cat eating it?

Would you be interested in a certain cell phone or clothing brand just because your favorite actor was wearing it in a film? Advertising companies certainly hope that you are.

Branded entertainment first started on television in the 1950s and continues to be widely used in TV shows and films.

The placement of a product in a film is not pure advertisement, but rather appears as part of the film.

Advertisers believe this brand marketing strategy is easier for the audiences to accept.

Bob Sabouni, executive vice president of worldwide marketing partnership Marvel Entertainment, explains the key to branded entertainment.

"The one important thing we always try to focus on is to not intrude in the story telling. That really hurts everybody. It hurts the consumer. It hurts us. And it hurts the brand, because it gives a negative feel for the brand to the viewer of the movie. And that's really what it's all about is creating an opportunity with the partner to integrate them into a movie the way that feels natural. It doesn't have to be natural, but it needs to feel natural."

Chinese director Niu Zecheng agrees with Sabouni recalling his failed experience with product placement.

"I was so afraid of not satisfying the sponsors. To be responsible to the sponsors, I gave lots of close-up shots of the brands. That was really a good lesson for me. After that, I would always consider the film itself first, and only integrate brands into my work if they don't destroy it or annoy the audience. Proper use of branded entertainment though is a win-win."

Niu adds that branded entertainment not only serves companies but can also benefit city governments where films are based.

He says audiences can feel the life and culture of a city through film.

Niu stresses that film producers can get more than just sponsorship from branded entertainment.

"One of the benefits for us is certainly saving our budget. Take 'The Italian Job' for example. BMW offered 32 mini-coopers for the film. The production company would have had to buy them anyway. What the sponsors pay for is an important part of a financial income. And the promotion of their products in the movie can also help promote the film. Sometimes, we can be inspired by each other through the cooperation. I have had great experiences."

Hollywood movies are already using product placement to target the Chinese domestic market.

However there are still opportunities for both Chinese film producers and brand owners to jointly explore a larger market.

For CRI, I'm Emily Hennessy reporting from Shanghai.