Tuesday, 6 January 2015

Transformers: Age of Extinction or Age of Tacky Product Placements?

Let's start with the definition of "Product Placement" according to Business Dictionary:
Product Placement - an advertising technique used by companies to subtly promote their products through a non-traditional advertising technique, usually through appearances in film, television, or other media
As one of the most profitable business in the world, it is very understandable that movies are impossible to be made free of product placements - except for indie movies perhaps.
However as a rule of thumb, I would expect that it is to be done subtly and even in a way that would pique viewers interests to try a certain product. All in all, if viewers' curiosities are tickled without even realizing that it is a product placement, I would consider the product placement a success!


Transformers: Age of Extinction should not be made - that was my opinion when I first heard of another Transformers movie being made - and I was right. The last movie (Transformers: Dark of The Moon) was already hard to watch and the producers should stop just right there. However as money is the root of all evil, it trumps all logic in the world and we got another Transformers movie.

I will not elaborate how predictable the plot was and how the cast (and their messy acting) was painful to watch...
Butch and bulky Mark Wahlberg as a robot nerd? Really?
Dark-haired Nicola Peltz transformed to Rosie Huntington-Whiteley copy, down to the white blazer and tight pants??

Sigh...

Still, what annoys me the most is how tacky product placements are in this movie. They are not placed in a "classy" way per se, but rather as distracting signboards at the background, or actual shots of the product without any relevance to the scene.
Here they are in chronological order:

Bud Light
Good Year
Shuhua Milk
Lukfook
It's a combo! Emporio Armani, Armani Jeans and Budweiser
Victoria's Secret
Palace Hotel - is a hotel considered "product"?
Tom Ford
Looking at how un-classy the product placements in this movie, does it go to prove that the producers were all about money and didn't care about the movie quality anymore?

PS: there were also plenty of product placements of cars, but since all robots transform to cars, I had expected to see car brand logos all over the movie.




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