I ask a question related to product placement and branded content and they respond without a straight answer.  Why is that?  Maybe they don't want to admit that it is already part of everyone's program in film studios and that they reserve the right to stay quite.  Yet sometimes I don't care.

As the only female executive to have stood up to the podium and ask a legitimate question at Tribeca Talks discussion on Digital Design, I was hushed for my direct question about whats a girl in the indie world to do after Product placement became a dirty word, only to be replaced by Branded Content, so now what? Although its all the same, I ask a very possible reality with the crowds best interests at heart, which is, we are already finding ourselves sold by advertisers without knowing it, so is it possible that they don't know the answer to that or is it more to the point that they CAN'T divulge this information?

Advertisers such as those negotiations between Gossip Girl and the online networks ( Gilt Groupe being the latest ) from both the distribution of the property and etailers makes very lucrative monetization entity. They are big ol advertorials. Existing because everybody wants a piece of the pie.  Lets not kid ourselves.  Motion Pictures are made in much of the same way. 

Film distribution and creative agencies are no different.  We fancy a product free story.  But lets talk about this.  In order for people to believe in a project so much so that they are willing to sell their house to put up the money for the film of their dreams, is not a reality for most of us.  I can be honest.  I certainly can't make a film without the capitol investments of those that carry deep pockets.  And, where stories that are important to the business of entertainment is valuable, it is also the distribution companies job to find out how much ROI will they realistically make back ( both online and offline in theaters, VOD, and DVD ).  Not only is it important for film makers to produce quality work, it is more important for us to have the high volume of presales even before its even shown.  Festivals are great but its one of the outlets to show your work.  And, I have to level with you.  Not all great projects get funded because MOST film makers aren't business people.  Thats a fact we all know.  But what you may not be aware of is that we have to carry ourselves responsible for not swiftly manuevering through the web of studios that have the backing of the brands investments that fits yours and their criteria for making money.

How are you the exception?  You are not.  No one is exclusive to getting your movie funded because our world is not just about capitolism, its about sharing profits.  Here in America, its illegal for the government to fund a project to make money back unless its concerning its own government and they are usually non for profit ventures.  In Europe, they recieve grants ( free money ) by the government and often share profits.  So why does America have to be so secretive about funding the Arts?  Because they can't put it into their equation. 

Advertisers in Americ are regulated, movies are made with their help and we enjoy a somewhat nonthreatening view of ourselves.  But be sure to stick to your ideas, As Kevin Smith becomes rich beyond belief with is movies, remember that he is still represented by an agency that makes movies with the hands of brands that advertise in movie theaters such as Coke, Hershey's and many others.  And oh yes, lets not forget that Jason Sloss  of Cinetic Media doesn't work for free but yet points out that he hates product placement.  Hmmmm, really?  Who sponsored his latest films online and offline?  Clearly bragging that he helped make content free of product placment. I doubt that.  His motto is Art and Commerce.  At the risk of sounding bitter, its obvious we can't produce movies without financing, so why pretend that product placement is a bad word?  Its Marketing folks...and get on board with branded content, social media, as possible crowdsourcing all plays into the sell of your baby.  Don't let them fool you, because you can all call up your brands and pitch them yourselves.  You just have to have the right metrics and be the kind to those that make the decisions as Ad Man of Possible Worldwide's  Trevor Kaufman points out and newely appointed Michael Lang  of Miramax snicker.