James Bond, Product placement and the not-so innocent Quickie

The old days of moviemaking, when a simple Coke-can might give us a quick innocent flash on the sidelines of the overall story (semi-accidentally) are long gone. These days it is all about the business and cross-promotion.

In "The Social Network" all the computers were conveniently old-school Sony-apparatuses, to boost the sales of the parent company producing the Facebook-epic.  The two "Sex and the City" movies were blatant advertising towards females from beginning to end, much like the tv-series they were based on. "Cast away" was nothing but a long commercial (for which we moviegoers paid!) defending the glory of Fed-ex. "Up in the Air", while still having some artistic value, was basically showing us how cool "American Airlines" is- look, even George Clooney likes to travel with it! In the eyes of the mass public, there is no difference between an actor and his/her character. We buy for a multitude of reasons, and a lot of the choices are anything but rational. Or so they say. They, you might ask?

These days, when actual commercials are easy to miss with TIVO, illegal torrents and just plain growing resistance to direct messages, the (M)ad Men have gotten ever more creative. Believe it or not, there are actual people making a living planning all those wicked marketing moves to be shown on film. Sometimes it is grotesque and obvious, often so subtle and fast that you might blink and miss it. But images are never unintentional. The idea is to plant a seed, make the viewer desire the product and not even realize what hit her/him. At the moment this beast of a business is valued at $ 3 billion.

One of the professionals in the mind game business of today is Norm Marshall, whose official title is "entertainment marketing consultant". Former car salesman has made a living arranging fertile unions between brands and Hollywood, and sees no harm in what he does. But even Marshall admits that there has to be a balance between the creative forces and the marketing forces: "otherwise it is just one big commercial". He himself only watches period movies anymore, due to boredom with contemporary flicks and their constant ads.

And how does this get us to the "Man with a licence to kill"? The production of the next earth-shaking spy thriller was almost halted due to difficulties in arranging financing. But alas, a few calls to quite a few companies, and the budget is back in order. So much so, that practically a third of the overall budget of the next James Bond- classic is coming from product placement. In total that makes a nice $45 million dollars, and with that kind of money, we are sure to see brands names from beginning to end. If you want to pass them, you might as well pass the entire action adventure.

Morgan Spurlock, the ever-curious American filmmaker on the loose, has naturally chosen this sexy topic for his new documentary, "POM Wonderful presents: The Greatest Movie ever sold". In his customary satirical way, he exposes the modus operandi behind the entire business, and manages to sell some visible space in his own film, as well. All in all, he has about 20 brands sponsoring his cultural critique, making one question what his overall goal is in the first place. According to Spurlock, even the first short clips of film were filled with advertisements: Thomas Edison shot the famous train scenes with ads plastered on the sides of the train. Spurlock´s intent is good, yet his idea seems to lack teeth on the actual agenda. These days, the few glimpses of a Coke-can or a  brand name cigarette  are increasingly being upgraded with actual script inserts, making movies (or tv-shows) seem like occasional, well,  plain commercials.(Fast-rewind to previous example on "Cast Away"). Problem does not lie with marketing itself: nowadays it is hard to walk through a street without being offered something. The issue lies within ourselves as a society, and our increasing acceptance to become targets for messages masquerading as innocent cultural texts. Or, does it all really matter? Are we consumers above all else?




Even the genius auteur himself, Mr. David Lynch, is not immune to the allures of commercialism. Besides making brilliant and mind-boggling art films every now and then, he has also ventured into the world of commercials. Perfume, pregnancy tests, cars, game consoles, antacids... Lynch is first to admit he does these for money and access to latest technology. But product placement for him putrefies.

James Bond, Product placement and the not-so innocent Quickie

Soviet Propaganda and Science Fiction

The art form of science fiction is a clever tool when depicting the unimaginable: alternate worlds, technology beyond our possibilities, other life forms and para-psychological theories. It liberates the imagination to see over to the other side: what could be, what might one day be possible. Just remember, back in the day cell phones and televisions were science fiction for Jules Verne.  Scifi can be useful in freeing our minds from the shackles of everyday rationality, but it is also a handy little weapon in the wars of propaganda.When done artfully, scifi can be armored to either question the prevalent political system or to reinforce it.

Coincidentally, the first science fiction movie on space travel was not done in the US, but in the newly formed Soviet Union by the filmmaker Yakov Protazanov. Aelita: The Queen of Mars (1924) was a silent film, based on a novel by Alexei Tolstoy. Protazanov´s work has undoubtedly influenced a number of later works in the same genre, most notably  Fritz Lang´s  famous Metropolis (1927).

The film was produced during the hype years of the "new era of communism", New Economic Policy. NEP stemmed from Lenin´s belief in introducing moderate "mixed-market" -measures into socialism. One of the signs of the new lax attitude was allowing foreign investment into the country, which produced a more commercially driven cinema production house, owned in part by a German organisation. Thus Mezhrabpom-Rus was able to give birth to Aelita, which arose from a curious marriage between the Soviet ideals on socialism and the good old Western capitalist business sense. The elaborate costumes and expensive set design were undoubtedly a result of this fruitful union.

Of course, Lenin understood the propaganda value of cinema. There is no question about it. At the time, the public did not understand the carefully orchestrated view on reality given by a motion picture. (One might ask if they sometimes still don´t). Aelita, however, did not receive a concordantly warm welcome from the comrades. It was deemed too Westernized, too bourgeois, and lacking short on socialist ideals. As time went by, the movie fell out of favor with the official Communist line completely. The movie attempted to portray a somewhat clear view on the Soviet society going through a transition- all re/presented in a strange space setting on an Martian planet.

The plot tells the story of a  group of people coming from  a post-war Soviet Union, traveling to Mars on a rocket ship. On Mars they help lead a rebellion against a ruling elite group- how fitting, one might ask. The plot offers the prerequisite love affair between the queen Aelita (pronounced almost like ´elite´) and the leader of the soviet group, Los. The affair is doomed, and Aelita is not to be trusted (like capitalism). After a series of tumultuous events, Los returns to Earth with his group of fellow-minded comrades. After impossible utopia, they find solace from the reality of Communism. Individualistic hedonism has been replaced with social duty and shared purpose.

Soviet Propaganda and Science Fiction