Transformers

Transformer Movie Incorporates The Strongest Product Placement In Film History
July 16, 2007 OJ Fagbire
Although product placement in major movies is nothing new to consumers, the Transformer movie is set to unleash unprecedented product placement in the form of GM cars.
The movie, produced by Steven Spielberg, is based on the very popular line of toys sold in the 1980s. Fans of the transformer action figures, comics and cartoons have long awaited the release of this major film.
Auto manufacture GM hopes to cash in on the popularity of the film since four models of the company's vehicles have starring roles in the film. Each model "transforms" into a battle-raging robot that fights the bad guys (not GM models) in order to save mankind from the destruction of their planet.
GM associates are excited about the possibility the movie poses for their company.
"We try to find properties where the cars are the stars, and literally our cars are the stars of this movie." Said Dino Bernacchi, associate director at GM.
"You don't get any more heroic than the roles that our four vehicles play."
The four models featured in the movie include a Chevrolet Camero, currently our of production but "revving" up to be re-released next year, a Hummer H2, a GMC Topkick pick=up truck and a economical Pontiac Solstice convertible, all conveniently playing good guy roles.
Senior vice-president LeeAnne Stables announced to the Reporter, "I think this is a once in motion picture history-type opportunity for an automotive company where you have a film that actually incorporates multiple cars that are actually characters in the film."
Reports state that GM did not have to pay for the right to star in the film, but instead helped the production company offset marketing costs by featuring movie clips in several ads for GM cars.
The director of Transformers, Michael bay, in turn directed five commercials for the car company.
Park Choong-whan is a professor of marketing at the University of Southern California. Park says that the GM-Transformer partnership is "probably the most aggressive form of product placement strategy."
However, Park warns, that doesn't necessary mean it will work, "People may discount the true effect that may be possible from this tie-in because they already know about it," he continues, "There's a kind of boomerang effect…If prior attitudes of the people toward General Motors are negative, then it many not have a strong impact at all."