Yeka ukuthi ama-brand akuphatha kanjani ngokucabangisisa kwakho
Kungenzeka ukuthi uzwile igama elithi "ukubekwa komkhiqizo" elisetshenziswe kumongo wama-movie nethelevishini. Kule ndawo yesimanje yokuhweba ukuhweba nokukhangisa, ukumiswa komkhiqizo ngokushesha kuyindlela enkulu yemikhiqizo yokufinyelela izithameli ezibhekiswe kuzo kwezinye izindlela "ezicashile". Kodwa yini ngempela ukubekwa komkhiqizo, kusebenza kanjani, futhi kuyothinta kanjani esikhathini esizayo sokukhangisa?
Incazelo yokubeka umkhiqizo
Emibhalweni yabantu, ukubekwa komkhiqizo ukugqugquzelwa kwezimpahla ezibekwe uphawu kanye nezinsizakalo ngaphakathi kombukiso noma i-movie (noma ngisho namavidiyo womuntu siqu) kunokuba ibe isikhangiso esicacile.
Uma ubona umkhiqizo noma isevisi ibonakala kumbukiso we-TV, noma esithombeni sokunyakaza, inkampani ngemuva kwayo ivame (kodwa hhayi njalo) ikhokhelwe umkhiqizo wayo ukuba ivele esikrinini noma kumsakazo.
Eyaziwa nangokuthi ukumaketha okuhlanganisiwe noma ukukhangisa, lo mkhuba usuwedlule amashumi eminyaka, kodwa abathengisi baye baba ngcono ngokwengeziwe endleleni abayisebenzisa ngayo. Uma usuhlobo olucacile lokuxhaswa, ukubekwa komkhiqizo manje kungahamba ngaphansi kwe-radar. Ungase uqaphele ukuthi imoto ngayinye esetshenzisiwe ku-movie noma ukubonisa yayivela ku-automaker eyodwa kuphela. Noma ukuthi wonke umuntu ohlelweni lwe-TV uphuza uhlobo olufanayo lwe-soda.
Izindleko zokubekwa komkhiqizo
UMninimandla we-Steel washaya kakhulu, wakhipha iBatman Vs. Superman: Dawn of Justice, futhi ivuselela lonke i-Justice League franchise. Kodwa wenza futhi okunye okunye. Kwathatha imali eyizigidi eziyizigidi eziyizigidi eziyizigidi eziyizigidi eziyizigidi ezingu-160 ezixhaswa ngemali yokusetshenziswa komkhiqizo.
Le mali ivela kubalingani abangaphezu kuka-100 bomhlaba wonke ukuthi bonke bakhokhele imali enempilo ukuze babe nemikhiqizo yabo efakwe kwi-Mega-hit ephezulu.
Bafaka iWarby Parker, eyanikeza izibuko eziphefumulelwe zikaClark Kent; U-Gillette, owadala uchungechunge lwevidiyo ku-Superman shaving; kanye ne-Walmart, i-Twizzler ka-Hershey, i-Chrysler, i-Sears Roebuck & Co, i-Army National Guard, i-Kellogg Co, i-Nokia, i-Hardee, ne-Carl's Jr. Wake wazibona yini ezinye ze-movie?
Ngokuqinisekile ubuke ubuso bukaSperman kuyo yonke indawo lapho kukhishwa i-movie. Mhlawumbe kuphela i-Star Wars: I-Force Awakens inomkhankaso wokuthengisa omningi.
Ngaphambi kokubili kulawo mafilimu, i-Ford ikhokhela u-$ 14 million ukuze uJames Bond athole i-Ford Mondeo eCasino Royale. Kwakusekrinini cishe amaminithi amathathu, okulingana no-$ 78,000 ngomzuzwana! Lokhu kungaphezu komndeni wase-US wesilinganiso owenza ngonyaka owodwa. Ford futhi yanikeza nezimoto zendawo.
Naphezu kwazo zonke lezi zinombolo, azikho izindleko ezithile ezihlobene nokubekwa komkhiqizo; Ngokuvamile lokhu kuxoxwa phakathi kwe-show kanye nomkhiqizo, futhi kuba kubi kakhulu ngonyaka.
Ukubekwa komkhiqizo kuma-movie
Ezinye zezingqimba zokubeka umkhiqizo ezingalungile kumafilimu zifaka:
Izingxenye zikaReese ku- ET The Terrestrial Extra (1982)
Uyazi, isihloko kufanele sibe "M & Ms ku-ET The Terrestrial Extra," ngoba yilokho uSteven Spielberg ayekufunayo. Yiqiniso, uma uMnu. Spielberg ebuza noma iyiphi inkampani yomkhiqizo wayo ukuba abe kwelinye lamabhayisikobho akhe kulezi zinsuku, bebengavuma isandla sakhe. Kodwa emuva ngo-1982, ukubekwa komkhiqizo kwakungeyona i-giant namhlanje. U-Hershey, umnini we-M & Nks, obeke izidingo ku-studio, kuhlanganise nokubona iskripthi sokugcina ngaphambi kokuqoshwa kwaqala ngisho.
I-studio ithi ayikho, kanti izingubo zikaReese zanikezwa lo mkhiqizo esikhundleni ... ngenxa yama-zero dollar. Basebenzisa cishe u-$ 1 million ukukhuthaza i-movie kodwa, okuyi-$ 2.5 million namuhla. Uma becabanga ukuthi babone ukukhushulwa kokudayiswa kuka-65%, lokho kwakuyinto enhle kakhulu.
I-BMW Mini Cooper ku -Italian Job (2003)
Inguqulo engezansi yefilimu ye-classic ye-1969 eyayikhuluma noMichael Caine, noNoël Coward, noBenny Hill (yebo ... ukuthi uBenny Hill), ukukhishwa kwe-2003 kwakunokuningi okwenzeka kuyo. I-original yasetshenziselwa i-BMC Mini Coopers yaseBritish, kodwa ngo-2003, i-BMW yayinekampani. Awukwazi ukwenza i-Italian Job nganoma yiluphi olunye uhlobo lwemoto, noma kunjalo, ne-BMW yayikhulunywa ngabakhiqizi ngemvume. Akugcini nje ukuthi bayithola, kodwa banikezwa izimoto ezingaphezu kuka-30 ezisetshenziswe kule filimu. Njengoba i-BMW Mini Cooper isinganiselwa ku-$ 20,000, ngaleyo ndlela ingaphansi kuka-$ 1 million ukukhangisa okuthile okuphawulekayo.
Futhi ukuthengiswa kwe-BMW kwaphakama. Ukuhamba kwe-Smart kuzo.
Ukuxoxisana nezicathulo ku- I, Robot (2004)
Indaba ehlabayo ye-AI egijima i-amuck, Mina, uRobot ingenye yamafilimu amakhulu kakhulu akhishwe ngalolo nyaka, ephethe imali engaphezu kuka-$ 342 million e-US kuphela. Ithimba lebhokisi lebhokisi lebhokisi lika-Will Smith, nesikhangiso esicacile se-Converse All-Star sneakers. Kusukela ekuvukeni kwebhokisi kuze kube sekupheleni kwezicathulo ezinyaweni zakhe, kanti ngisho nomuntu othi "izicathulo ezinhle," lokhu mhlawumbe kucace ukuthi kuthatha umbukeli ngaphandle kokuhlangenwe nakho kwe-movie. Kodwa-ke, ukubopha komlingiswa kaWill Smith kungukuthi kunoma yikuphi okusha kukhonkolo futhi kuyasebenza. Kungenzeka ukuthi kwakuyi-Nike noma i-Adidas isihlangu, kepha u-Converse wambamba ithuba.
Ukubekwa komkhiqizo kwaphinde kwahlelwa nge-parodied "kakhulu kakhulu" eWayne's World. Kusuka ku-pizza kanye nemikhonto kuya kwamaphilisi ekhanda kanye ne-soda, kwakuyi-master-stroke eyakwazi ukuhlekisa ngokubekwa komkhiqizo futhi ikhokhelwe yona ngesikhathi esifanayo. Futhi kubalandeli bamafilimu amasonto, ukubuya kwamatamatisi ababulalayo benza umsebenzi omuhle wokubeka umkhiqizo nge-parodying. Lowo unguGeorge Clooney osemncane kakhulu owenza lokho.
Ngo-2011, uMorgan Spurlock wadala yonke i-movie eyabanjelwa lutho ngaphandle kwemali yokubeka umkhiqizo. Ebizwa ngokuthi I-Movie Enhle kunazo Zonke Ezingathengiswa, I-Spurlock yenza lokho abantu ababemtshele ukuthi kwakungenakwenzeka: wenza yonke i-movie ngemali etholakele KUPHELA ukuhlanganiswa kwegama lomkhiqizo ne-brand kule film. Kwakuyindlela ehlakaniphile yokukhokha idokhumenti, futhi igcizelele indlela ukubekwa komkhiqizo isebenza ngayo, kokunye kwehlelwa phansi.
Ukubekwa komkhiqizo kuThelevishini
Kubuye kube khona ukufakwa komkhiqizo okucacile emibonisweni yesikhathi semini yomsakazo, nemidlalo ibonisa sengathi iThe Price ilungile ekuthembekeni kokubekwa kwemikhiqizo enzima. (Kuyathakazelisa ukuthi, i-UK version yeThe Price ilungile ayinayo igama lamagama elifakiwe. Imithetho yokukhangisa inzima nakakhulu lapho, futhi ukubeka umkhiqizo kufana nalokhu kunalokho. Kunalokho, abadlali kumele bacabange izintengo zezinto ezifana nale "bhokisi we-powder yokugeza "noma" i-carton yejusi le-orange. ")
Ama-soap opas isamba imikhiqizo emigqeni yesigcawu futhi, futhi ayikho into ecashile. Futhi-ke kuneziphakamiso eziphezulu ezikhombisa ukuthi Mad Mad enza okufanayo kodwa ngendlela ehlakaniphile kakhulu. Futhi manje, imidlalo yevidiyo iyangena esenzweni.
Ukubekwa komkhiqizo kuma-Social Media
Njengoba i-landscape yokukhangisa ishintshwe ngokuphawulekayo kuma-platforms ezenhlalo njenge-YouTube, Facebook, Twitter, ne-Instagram, imikhiqizo isebenzisa lezi ziteshi zamathuba okubeka umkhiqizo. Isibonelo, I-YouTubers enezigidi zabalandeli bazogqoka ngokugqoka izingubo zokugqoka, noma sebenzisa izinto eziphathekayo, ukusabalalisa igama ngalowo mkhiqizo ku-fanbase yabo. Imibukiso ye-TV namabhayisikobho futhi izophonsela "abathonya bezenhlalakahle" ukuze babambe lezi zethameli ezintsha ngokusebenzisa imidiya ehlukile kakhulu kune-TV nama-movie.
Ngokubanzi, ukubekwa komkhiqizo lapha ukuhlala. Uma senze kahle, sinezela ukubonakala kombukiso noma i-movie, ngoba sonke sisebenzisa le mikhiqizo ekuphileni kwethu kwansuku zonke. Ukumboza amagama wamagama nge-tape tape akusizi. Kodwa uma kuvelele kakhulu, kuyaphazamisa nokumiswa kokungakholelwa ngamafilimu.