The “Why” Behind Brand Films (PART 2)
My takeaways from our selection committee conversation (Continued)…
DIFFERENT TIME ZONES
The brand world and the film world live in two different time zones. Marketing calendars typically don’t align with the timeline it takes to truly develop and bring a premium film to audiences. This constant push and pull can dilute the creative or frustrate the brand. Whether it’s months of proper development time or the drawn out and unpredictable nature of earned distribution, the two time zones need to be better understood by all. It's understandably uncomfortable for a brand to invest in a world that doesn’t work off quarterly calendars or 100% predictability. This builds a bigger case for brands to have film strategies based on evergreen brand pillars and not rapidly shifting campaigns or initiatives. It also supports having multiple projects in the hopper at different stages, if feasible. Having that big picture strategy and “always on” slate alleviates the stop and go-to market challenges while building momentum and consistency of premium storytelling.
ALIGNING ON VALUE PROP
A benefit of brand films is they can represent IP for the brand. When they are picked up for distribution, it creates an earned mass audience and revenue opportunity; and in the entertainment world this is the goal…a return on the brand's investment along with the validity of the film being a true entertainment vehicle. The reality is, without the upfront planning, few brands are set up to take any incoming revenue for their film. It's a good problem to have but a problem none-the-less. Numerous brand films have gone on to achieve both critical acclaim and monetary success but the ROI conversation should be positioned as a possible benefit that can offset costs rather than a key metric. Otherwise, monetary success will be the primary measurement…and frankly too many variables are out of everyone's control to promise a return to the brand. Plus, let’s be honest…any dollars the film brings in...global brands can make that money in one week within their core business. The point is…it's no surprise the entertainment industry and brands have different measurements of success. Both are correct and both can be achieved if the proper planning and conversations happen upfront. A successful brand film can create buzz, shift brand perception, tap into culture and showcase brand values, all while successfully entertaining an audience; It’s not an either-or, but rather both worlds being aligned on the priority of desired outcomes.
GOTTA HAVE MORE THAN LOOKS!
I agree with some of my fellow jurors, there is a lot of beautiful stuff out there, but cinematic footage isn’t going to cut it as our industry continues to grow. It might look like a film...but is it really a film? Lots of brands are producing incredible "films" but there's a good amount that's starting to blend into one another. It’s pretty but it’s lacking a soul. Branded content certainly has value but it’s not a brand film. Those, like the selects mentioned earlier are breaking the mold by emphasizing the importance of writers, characters, story arcs, pivots, surprises, smart packaging, risks…in other words, a film that entertains first and foremost, while still staying in tune to the brand ethos. This is another solid argument for proper development time as well as artistry in the form of directors, writers, and producers from the entertainment, not commercial world. After all, a brand film is competing with other films for attention…not brands.
What is clear is you can be frustrated at the slow pace of the industry or blown away by its progress…and the truth is both perspectives are right. Maybe the best sign of momentum will be when brand films are just regarded as great films…and a brand film festival will no longer even be relevant.·
