Welcome to the segment, Branded Entertainment. Here is the agenda. I'll talk about branded entertainment and what it is, and it's also called placement. So I'll talk about the advantages as well as the disadvantages of placing. I'll talk about other types of placement. And finally wrap it up with the notion of the SFU vector test. So let's get started. Okay, what is branded entertainment? Again, it could also be called placement, and this is, I think, a very good definition of branded entertainment. That it's an organic placement of a brand or product in entertainment content. So, we've learned that content is important. But within, that content it can organically place your brand. And organic here means natural, so ideally it should be natural. It should be part of the movie, but it doesn't always happen that way. Okay, so this is, I hope, an example of organic product placement. So this is part of the trailer, the introduction for this specialization. So I put in BMW Who is a sponsor for our school. And so, I placed it because I wanted to show that again, we are a very globalized school and that BMW is one of our sponsors of our many research centers. And I wanted to show our appreciation. Okay, so there are many pros and cons related to placement. Keep that in mind because not all placement works. But if you meet the rolling conditions this is where placement can be very effective. So as with advertising placement can lead to greater exposure. And if people watch the movie many times greater frequency of exposure of your brand. It could support other media that you're using. If television has been your only resource, then more and more people tend to watch less television, and therefore you can support that through the use of placement. Which people do see more of. It could be a transfer of some positive image of if the movie that you are placing the product in is a cool movie you want some of that to rub off on you. A key advantage of movies is that it lowers the defense that most people have about ads. So it's consistent with what I called two-step communication in sports marketing. The same applies here. Work as you have this wall of distrust in most ad situations here. Because you're just paying much more attention to the movie or the television show. You don't have your guarded defense up. So you will actually get exposed to the plan. And despite the conventional wisdom that people think, a policemen is very expensive. That it costs tens if not hundreds of millions of dollars. Sometimes or some movies will allow placements for very little cost. So it's almost an equalizer, it levels the playing field where even the a small player place their brand in very widely Especially if you have good connections with the producer or the director. So in some cases you can bypass regulation, there's a regulation against certain types of products like alcohol, against cigarettes. And so sometimes you can sneak in your products and brands in that way, but I think it tends to be a little unethical, at least in my personal viewpoint. And lastly because movies are targeted to certain kinds of demographics. A placement allows you to have similar demographics of being exposed to your products and. Okay, some famous examples of product placement. Maybe one of the all time, most successful. An example might be E.T. The Extraterrestrial, where you have the main character, ET, being given Reese's Pieces by Elliot. So that is a very memorable scene in the movie and Word has it that it drove up sales for Reese's Pieces chocolate. Another example might be Tom Cruise and his wearing of Wayfarer sunglasses in the movie Risky Business. And lastly he has the Cooper Mini Being shown very prominently and in a very organic way, in the movie The Italian Job