Filmmakers, product placements are here to stay. At least in the realm of studio-produced films. Shrewd and cost-conscious studio executives are increasingly looking at well-known brands as a reliable source of money to offset spiraling production costs.

According to Top Gun co-writer Jack Epps, quoted in a recent New York Times article, “if you want to catch an executive’s attention right now, it’s not just selling the script, but you’re showing them how to create a brand.”  The article goes on to mention the lucrative product placement deals struck with Hilton Hotels and American Airlines for 2009′s Oscar-nominated Up In The Air.

Opponents against product placement, notably from the WGA-West, argue that such practice can essentially reduce the creative screenwriter’s job to that of advertising copywriter.

The writers make an interesting, if hollow, implication. Writing good advertising copy takes no less talent than writing a good screenplay. Really good advertising copy creates an emotional reaction in readers much the same way a well-written film moves people. I can’t help but think of Hugh Macleod’s “Sex & Cash Theory”.   Macleod reminds us that the commercial v. artistic debate has raged for years. In fact, the Times article points out that cinematic pioneers the Lumière brothers placed a laundry soap product in their 1896 film “Washing Day in Switzerland.”  Yes, products have been placed in movies for over 100 years. I don’t think placements are going away any time soon… or ever. I think Macleod’s advice to ignore the debate all together is well placed.

Photo by A3sthetix

Four of the main Mad Men characters—Don, Betty, Roger, and Joan—are set to be released as versions of Barbie & Ken dolls.  (Ok, they’re not really action figures in the usual sense, but fans of the show know how much “action” these four get so I couldn’t resist.)

In a New York Times interview Kevin Beggs, president of Mad Men‘s production studio Lionsgate, said that several “nontraditional” marketing methods were being used to increase the show’s audience.  Besides the Mattel dolls, other licensing agreements have been struck with clothiers Brooks Brothers and Banana Republic.

Your art may not quite have the audience of Mad Men devotees—if it does, we so need to talk—and dolls might not be the best fit for your product licensing.  But this story is another reminder of how important it is to explore and experiment with as many different marketing methods as you can.

In addition to marketing methods that simply attract people’s attention, the show’s producers are creating and delivering more of the show’s value.  The more ways an audience can connect with the value they cherish in your art—be it a sculpture, play, feature film, or TV show—the more opportunities you have to profit from it.

Story & photo via the New York Times.

Just in case you need some academic justification to start treating your art like the business it really is, a Nova Southeastern University business professor is delving into what made the Grateful Dead one of the most profitable bands in history.

Among the practices the band innovated were:

• incorporating their business early on
• a telephone hotline for fans
• an in-house ticket distribution house
• a profitable merchandise division
• aggressive pursuit of copyright infringers

These may sound like common practices today, but for many businesses of the 1960s and 70s–let alone for bands–the Dead were really ahead of their time.

The story, which appears in the March issue of The Atlantic is definitely worth a full read.

Management Secrets of the Greatful Dead via Lifehacker

From houstonartist.org:

Oh my! Pocket Pies launched their “Paint our Food Truck Challenge” open to all local Houston artists.  Artists will compete for the opportunity to paint the startup restaurant’s mobile food vendor truck in mid-October.  Any artistic style is accepted including graffiti, pop, abstract, etc.  There will be no financial compensation for the winning artist, but all materials to paint the truck will be paid for.

This is a creative way for a startup business to get unique advertising on a limited budget.  For an artist able to work more for exposure than a commission, it’s a wonderful opportunity to have your work exhibited as rolling mural.

BOTTOM LINE –Are your investing as much creativity into your arts business as you put in your art?