Author: Ben Shaw, Strategist, BBH London
In the last of our blog posts with Dan Light we’ve saved the trickiest questions for last. What, if any, are the roles for brands in these transmedia extensions of the narrative? Can it ever get deeper than product placement and, if so, can brands ever make a legitimate contribution to the storytelling experience?
In the past decade we’ve seen that the music industry had to get screwed before it would change, the newspaper industry is struggling and the film industry is being forced to reinvent itself. Can entertainment industries transform themselves? Where do you see the film industry going?
I think the film industry is going to polarise. I think you’re going to have your Avatars – they will be big 3D events that will be 15-year projects and will command bigger and bigger sums of money.
At the other end will be the classic independent films, built around a good story but also written from the ground up, with a view to all the ways in which that story can be told, developed and audiences be found.
So brands need to find new ways to engage audiences and clearly sponsorship of this kind of content is a legitimate path, albeit it represents a fairly transactional relationship with the producer. Is this how you see the role of brands developing?