“Branded entertainment” is a newish advertising buzzword for “the medium is the salesman.” Basically, the concept is for advertisers to jam their hands so far up your favorite TV show’s ass that… I don’t like where that metaphor is going.
Advertisers want to a) intrude more blatantly and explicitly into television programs and movies and such, and b) create their own entertainment, so that you’ll say things like “I can’t wait to see that new short from Pizza Hut Films™”.
I read about this in an article about this year’s “Madison + Vine” conference, where movie producers fornicate with advertising execs and produce all kinds of ravenous, nightmarish, gibbering abortions.
Actually, the article did give me a bit of hope. The piece has a whiff of desperation about it, a feel that the author is trying to pretend that a series of lifeless presentations and unproductive panel discussions was a raging meeting of the minds. While the article talks a good game about “the future”, I think its lack of specifics is telling.
The article does mention that creepy idea of “relationships with consumers.” When I think of the relationship between advertisers and consumers, I think of Godzilla, stomping through the streets. As thousands run screaming, he grabs handfuls and stuff them into his gaping mouth. As a man tries to escape into a building, Godzilla razes it with his atomic breath.
No sanctuary, nowhere to hide.
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