THIS IS PRODUCT PLACEMENT?

JUST HOW MUCH ARE YOU READY TO ACCEPT?

An Associated Press article by David Bauder about commercial influence on the content of television scripts is alarming.  How much does it show us the shape of things to come?

Apparently the National Association of Realtors went for  —  and accomplished  —  something exceeding product placement on the show Modern Family in which Ty Burrell plays realtor Phil Dunphy.  Apparently realtors are concerned about licensed agents and the public’s tendency to DYS.  Lines were written for Burrell by which he made clear that he is a realtor, not an agent.  According to Bauder’s article the realtors association “were given the chance to review what was written before the show aired (emphasis mine).

“Neither Mendenhall (president of the National Association of Realtors) nor ABC would say how much the association paid ABC for the placement.  Actor Burrell said, “There’s always some nervousness when advertising intrudes on the creative process.”  Really?  Not enough to keep it from happening though.

In Hollywood long ago films were created for, built around Bette Davis, say, or James Cagney.  But this is different.  This has to do with lines written into a script to promote a business and a particular organization.  This is television and outside my bailiwick of cinema purview.  But how long…?  Maybe some of my readers already know of instances where this has occurred within motion picture scripts?

” ‘Modern Family’ Product Placement Takes Ads to New Level” by David Bauder, The Independent (Massillon, OH), 5/6/16.ly

NEXT FRIDAY POST July 22

Until then,
See you at the movies,
Rick

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