Mon 14 Jul 2008
With the impending release of “The Dark Knight” and the subsequent ramping up of tie-in ads, I figured it’s time for a thought or two. Film product tie-ins have been popular with advertising executives for a long time. Traditionally, tie-ins took the form of cheaply made consumer goods that were invariably purchased, lost, and trashed within a week. However in an age in which companies are desperate to find new ways to reach consumers who are much more adept at avoiding the advertising onslaught, companies appear to have only upped number of ads. In the case of movies, this increase appears to manifest itself in crappy, pre-release product tie-in advertisements, and they’re harming the movie-going experience for me.
Movies are all about suspension of belief, and good films work hard to maintain an immersive environment we can get lost in. That’s a large part of the battle of making a great movie, and by all appearances, the new Dark Knight film looks like it will put on a clinic on how to create an immersive film environment. However the producers are effectively sabotaging their efforts with the release of all of these stupid product tie-in ads. It’s harder to get lost in a film when I’m bombarded with pizza and cable ads weeks before the film even comes out. I’m not arguing that these ads ruin films or even significantly degrade them. I’m likely not going to be thinking about pizza when I’m watching this film, but these ads certainly do provide context that was not intended by the director, and for me at least, it cheapens the whole experience.
It used to be that companies would wait until a week or so after a blockbuster debuted before they started the onslaught, and I thought that was a fair compromise. Advertisers got their obnoxious ads in, and I would watch said ads and have the film experience cheapened after I saw the movie. It wasn’t the best situation, but it at least it made everyone semi-happy. I understand that at the end of the day, the film business is a business, but could we at least maintain the appearance of these things being important theatrical releases and wait until after the film comes out before releasing all the ads? (I feel the same about the crappy summer blockbusters too.) I know this is essentially impossible as we’re already well on our descent down the slippery slope, but I can at least hope that the slope has a large, rocky outcrop somewhere below.


