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Ruminations before the L.A. Roadshow
I’m headed down today to L.A. again today where we’ve had a lot of success lately—notably the recent AOL Moviefone partn
ership. This time, I’m excited to be presenting for the first time at the L.A. RoadShow.
This event happens once a year: Ten major studios stand before corporate sponsors and brand names to describe the movies coming out in the next 24 months. They then ask for particular types of sponsors for product placements, such as for soft drinks, automobiles, airlines and consumer electronics. The brands then bid and negotiate with the studios to be the particular soft drink that, for example, James Bond orders at the bar instead of a martini. (In fact, this year, it’s been reported that Bond will order a Coke Zero in next movie, “Quantum of Solace,” which opens in North America Nov. 14. Coke will produce a James Bond-themed Coke Zero product in conjunction with the movie. It’ll be called “Coke Zero-Zero-Seven.”)
Our goal at the show is to speak with the brand sponsors and encourage them to extend their promotions to the mobile audience. They can do this by inserting targeted ads when people call to ask for movie show times. For instance, next month when someone calls for the show times for “Quantum of Solace,” she might hear an ad that says “Drink the drink that James Bond likes—Coke 007. You can order it shaken not stirred.”
That’ll be my message in my three-minute slot before the RoadShow audience. But I’m also announcing an interactive movie trivia game as well and will give out prizes to the person who answers three trivia questions correctly. I’ll have the winner and my impressions of the RoadShow event in a fresh post later this week! Stay tuned!
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