Oriental Network Zhongxiang news reporter Chen Chen
On March 26, the Hollywood A-grade blockbuster "Godzilla vs King Kong" co-produced by Legend and Warner landed in mainland theaters 5 days ahead of Schedule in North America. The cumulative box office in the first weekend of release was about 355 million yuan, becoming the highest-grossing Hollywood film in the domestic market after the resumption of work.
The film brings together two of the most iconic monsters in Eastern and Western pop culture, and there are many big scenes in the film that stimulate the senses such as destroying cities and shooting airplanes at the end. However, while the film's box office climbed, word of mouth began to decline, and the lengthy literary drama and implanted advertisements in the film made many viewers dissatisfied.
It is reported that the final battle between the two monsters in the film takes place in Hong Kong. At the time when the climax of the film came and the two beasts were inseparable, there was an advertisement for JD.com on the tall building in the distance. Although it is only a few seconds, the red LOGO is very eye-catching, making the domestic audience very "dramatic". Many netizens complained: Godzilla vs King Kong, and the final winner was JD.com.
In fact, it is not uncommon for Chinese companies to plant advertisements in Hollywood blockbusters. In 2009, Metersbonwe's trademark (LOGO) appeared in Transformers 2, the first time a Chinese brand appeared in a Hollywood movie. The brand implantation in "Transformers 3" is further, and the male protagonist played by Shea LaBeouf wears a Mattesbonwe T-shirt and stages a romantic bridge with the female protagonist for nearly 3 minutes. Due to the advertising effect of "Change 3", this T-shirt eventually sold more than 1 million pieces.
(Pictured: The male protagonist of Transformers 3 wears a Metersbonwe T-shirt.) ）
Since then, brands such as YiliShuhua Milk and Zhou Black Duck have also caught up. In "Independence Day 2", a familiar penguin back even pops up on the computer screen, accompanied by the voice of "Thanks for using QQ", which becomes a laughing point in the film.
In recent years, with the rapid rise of the Chinese film market, becoming the second largest box office after North America, more and more Hollywood blockbusters have thrown olive branches to the Chinese market. For Chinese companies, brand promotion through Hollywood blockbusters is a cost-effective business, which is even more significant for companies with overseas goals.
The forms of advertising implanted by enterprises are also gradually diversifying. This time, JD.com's implantation in the film is simple and rude, just simply exposing the LOGO. In addition, there are different levels of implanted scenes, character use, character oral broadcasting, and product use that can promote the development of the plot. From this point of view, Metersbonwe, who let the protagonist wear his own T-shirt in the early years, seems to be more clever.
So, what is the price of advertising implants in Hollywood blockbusters? According to reports, the implantation of "Transformers 3" with Shuhua Milk in the early years cost 500,000 US dollars (about 3.27 million yuan). Around 2013, implant prices became "starting at a few million dollars," in addition to other promotional costs. Now, according to industry insiders, a brand of implanted ads appearing in A-grade American blockbusters, and the price can reach 20 million US dollars (about 130 million yuan) per second.