Le cinémarque: septième art, publicité et placement de marques

Stéphane Debenedetti () and Isabelle Fontaine
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Stéphane Debenedetti: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Though not a recent practise, brand placement in movies has been developing rapidly during the last few years. Does the intrusion of this advertising logic into the film itself consist of a peril or a profit for the seventh art ? Adopting the point of view of the different actors of the movie system, this paper proposes to investigate the impact of product placement on (1) the creative process, (2) the production and marketing of films and (3) their reception by moviegoers. Through the emblematic case of product placement, the ambiguous relationships between cinema and industry, art and money, are once again questioned, within a contemporaneous perspective.

Keywords: cinéma; film; publicité; placement de marques (search for similar items in EconPapers)
Date: 2004
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Published in Le Temps des médias. Revue d’histoire, 2004, 2 (printemps), pp.87-98

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00340603

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