Bride Wars, starring Kate Hudson and Anne Hathaway. The premise is two best friends get married on the same day and battle each other for guests, entertainment, and all the other wedding necessities (bear with me, gentleman, the girl talk is almost over). Kate's character spends an entire scene mooning over a Vera Wang dress and there is much talk about how crucial the gown is to ensure the wedding is perfect. Enter product placement.
Now, it's not uncommon in the least to have a product receive such obvious attention in a film. What is unusual, however, was the Vera Wang bonus feature on the DVD.
"The Perfect White Dress" selection is a seven-minute piece on the history and prestige of the Vera Wang empire. We learn how Vera started out creating wedding gowns, then went on to designer couture for celebrities, and has now added housewares to her inventory. It doesn't have a 1-800 number at the bottom of the screen, but aside from that it is a infomercial through and through.
I watch a lot of films on DVD and this is the first time I've seen a product from a movie get its own bonus feature. Movie studios pay millions of dollars to get a film onto the silver screen, and having product placement seep over onto the DVD extras is a really smart way to secure additional monies. The advertiser gets to build on the exposure already given in the movie, and the consumer can choose whether or not to consume this extra bit of advertising. Win-win, right?
Although I'm not a fan of product placement, I really like this new approach. I suspect this is just the beginning of a shift in how products are shared with audiences. Oh, and by the way, I used a Kensington keyboard to write this post. If you like how my words look, you can learn more about Kensington products HERE (sorry, I couldn't resist!).