On the big screen, brands are no longer satisfied with secondary roles. From the movie “Barbie”, which was recently released in international theaters, to “Ferrari” by Michael Mann, passing through “House of Gucci” by Ridley Scott, brands are now providing filmmakers with raw material that attracts audiences. .
On the occasion of the launch of the new feature film starring Margot Robbie and Ryan Gosling, the female brand and its parent company, Mattel, launched a massive marketing campaign around the world, following the example of the Lego films that invaded screens.
Among the brands that have booked their place on the big screen for the coming months, the “Formula 1” team may be the most famous at the Venice Film Festival in its next edition in September. It is expected that the author of “Heat” Michael Mann will present his movie “Ferrari” at the prestigious Italian festival.
This brand is not new to the world of cinema, as it previously occupied a central position in the movie “Ford Vers Ferrari”, with Matt Damon and Christian Bale.
In the realm of luxury, too, the boundaries between cinema and brands blur. A decade after seeing its designer reincarnated twice in the same year on the screen, by Pierre Nini and Gaspard Hulliel, Yves Saint Laurent in the spring became the first luxury brand to establish its own production company.
Through this step, the house seeks to produce films that include among its stars big names in the cinematic field. Her first production, “Strange Way of Life”, signed by Pedro Almodóvar, won recognition at the Cannes Film Festival.
Also, among the brands belonging to the Kering Group, the Gucci House recently dedicated the movie “House of Gucci”, starring Lady Gaga, Adam Driver, Al Pacino and Jared Leto.
In this film, Ridley Scott restores the story of the assassination of the heir to the Italian house, in a crime orchestrated by his ex-wife, Patricia Reggiani.
The brand’s bags and accessories appear countless times on screen, and actress Salma Hayek, wife of Kering chairman François-Henri Pinault, plays a role.
But less well-known personalities were also a source of inspiration, such as the founder of the McDonald’s chain (in “The Founder”), as well as the founders of the “BlackBerry” company, around which a film shown at the Berlin Film Festival revolved.
This genre has also become popular on streaming platforms, as the movie “Air” signed by Ben Affleck, starring Matt Damon, tells the story of Sonny Vaccaro, director of sports marketing at “Nike”, while “Tetris” on “Apple TV Plus” allows discovery “The amazing story of the most popular video game,” and the platform itself prepares its fans for a new series, entitled “The Beanie Bubble,” a work that tells “one of the most unusual American success stories,” about the “T” company that manufactures the popular “Benny Babies” cloth animals. children.
