The entertainment marketing industry is booming in China with a fast growing number of relatively young and affluent movie-goers enjoying a diversity of films in theatres equiped with the latest technologies. Brands like everywhere else, are striving to reach and engage with a population who invests more and more time in leisure activities
In partnership with EntGroup China, who introduced its China Celebrity Index (CCI) at China Connect 2014, we’ll give you 3 insights
1. Key figures for China’s film and product placement industry
2. China Celebrity Index
3. A case study of brands in films: First one is “Beijing Love Story”
1- Key figures for China’s film and product placement industry (2013)
– $3.6 billion annual box office (world’s 2nd largest theatrical market)
– 34 imported revenue-share films per year are allowed
– 59% local films VS 41% Foreign films
– $426 annual million in advertising revenue (+23% growth)
– $162 million in product placement
Embedded ads are also pre-show ads, but are owned/operated by the distributor (they come with the movie) versus by theaters.
=> Product placement revenues continues to grow rapidly, expected to become the biggest revenue source for film advertising
- According to EBOT (EntGroup Box Office Tracker), there have been at least 110 brands that had product placement in over 26 domestic films (over a total of 273) in 2013 . An average of 4,23 brands / film
2- China Celebrity Index
About Chinese Celebrities Index (CCI): The first commercial value evaluation system for Chinese celebrities. Based on nation-wide surveys of over 15,000 samples, CCI combines comprehensive indexes including celebrity popularity, image, fan loyalty and specific characteristics, to provide information for brands in choosing their spokespersons.
3- Case Study : “Beijing Love Story”
“Beijing Love Story” is a home-grown box office success which opened during Valentine’s Day weekend (Feb 13 until mid- April) and grossed 405 million RMB (about $65 million), with total admissions over 12 million. The film had product placements from Cadillac, Dairy Queen, Yili, Synear Food and Chinese Dream Show (Zhejiang TV). These include international and Chinese brands, with one being a TV show.
Awareness and acceptance: These brands are already well-known in China, and thus have achieved high awareness through the film. “Chinese Dream Show” is embedded as a plot device, enjoying an especially prominent impression; meanwhile, compared to the sole product placement of the other brands, it is more easily accepted emotionally by audiences.
Impact: Because Yili, Synear Food and DQ are fast-moving consumer goods, brand placement in the film is expected to have a relatively obvious impact on sales. For Cadillac, it’s more long-term branding and image-building through this A-list film. China Dream Show is essentially free to access, whose market share could benefit greatly from the screening and publicity of the film.
Cross-promotion: Cadillac, for example, had featured several cars in the movie and leveraged its participation through a national campaign via social media (Wechat, Weibo), the production of a trailer, in-store events at local dealers throughout the country, around Valentine’s Day (film opening), a Cadillac ATS representing the symbol of love, traveled among populous shopping malls in major cities throughout China …