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| Author | Zoe Aresti |
The session took place on Monday 23 March at 12pm in BAFTA’s Underground venue, with over 120 media professional in attendance. Hosted by DCM’s Head of Film, Tom Linay, the inspiring panel consisted of Adrian Pettett, CEO, Cake; Steve Jamison Co-Founder and Director-Producer, Archer’s Mark; and Luke Taylor, Branded Entertainment, Pulse Films. The wide-ranging discussion focused on definitions, production, distribution and partnerships.
A key part of the session looked at opportunities available for brands to foster connections with film, such as livestreaming into cinemas from big events to create more immersive experiences. Adrian said that there’s also a real opportunity to show branded content in the cinema pre-show experience, highlighting the ads and trailers as a part of the whole cinema experienced – some of which are completely engrained in his mind as classic moments from his trips to the movies over the years. Steve went on to say that he thinks having a dedicated content spot and even more captivating experiences in cinema will offer real, exciting opportunities for brands to jump on.
The panel discussed a number of existing brands that have embraced branded content, using their popularity and recognition to become movie franchises in their own right. Transformers, Marvel and Lego are examples of properties that have made successful transitions to the big screen. Sometimes refreshing an existing idea and injecting it with new life is better than taking a risk on a new project all together.
The Lego Movie’s runaway success last year is a unique example of the ultimate piece of branded content. It was intended for the film to be seen on the biggest, most impactful screens first and it soon became a box office smash. It was a huge success because it was engaging to Lego’s existing fan base and target audiences, who found the content to be real and original. The Lego Movie even deservedly won a BAFTA this year, which is the ultimate validation of a feature-length branded content film.
Pettett, Jamison and Taylor all agreed that for brands looking to move in this direction, they need to have an idea that’s both pure and original, whilst also putting distribution at the crux of any plan. The key to success in the branded content sphere is to understand exactly who will watch it, like it and share it. And whilst content will always be king, brands need to start being braver, bolder and more disruptive with their approach.
As ever, the discussion had to finish too soon, but we’re carrying on the conversation on Twitter. Get involved by tweeting @DCM_cinema_news using the hashtags #AWEurope and #InspiredbyFilm.
Watch the full session here.
See photos from the session here.
Read D&AD’s write up of the session here.
This year D&AD is also launching a new Branded Film Content & Entertainment category at its prestigious awards to be announced in May. Look out for more on this coming soon.
DCM is proud to be a partner of Advertising Week Europe again in 2015. Thank you to all who came to Monday’s session and helped make is such a success!