![]() “All brands have stipulations for how they want to be used and seen on screen,” says Darryl Collis, director of product placement specialists Seesaw Media. ![]() Branded phones, laptops, tablets, computers and a smartwatch were all seen in the series.Īpple is far from alone in attempting to dictate the types of content and characters brands are willing to be associated with. The brand tracker Concave named it the top-ranking brand in films in 2018, and one that “appears in one form or another in most TV shows that take place in the modern world”.Ĭoncave clocked up over 13 minutes of airtime for Apple in the second season of Big Little Lies, HBO’s high-end drama starring Nicole Kidman, Reese Witherspoon and Meryl Streep. Guidelines advise that Apple phones, computers and other kit bearing the trademark should be seen “in the best light, in a manner or context that reflects favourably on the Apple products and on Apple Inc”, according to the site MacRumors.ĭespite the stringent stipulations, Apple manages to maintain its position as a market leader with lavish exposure on both the big and small screen. An article from Wired as long ago as 2002 pointed out that all the good guys in the long-running thriller 24 use Macs, while all the villains were seen using Windows PCs. “Every single film-maker who has a bad guy in their movie that’s supposed to be a secret wants to murder me right now,” Johnson added.Īpple has long cultivated an immaculate brand image and strictly controls how its products are used on the big and small screen. In the pivotal scene, the will reading following the murder of a rich novelist played by Christopher Plummer, Lee Curtis’s character, Linda Drysdale, is seen holding an iPhone – prompting Johnson to give away the industry secret. Johnson let the secret slip as he took viewers through an anatomy of a scene in Knives Out, a whodunnit with an ensemble cast including Daniel Craig, Toni Collette and Jamie Lee Curtis.
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