Transformers, the Hollywood movie about two clashing robotic clans namely the heroic Autobots and the evil Decepticons, has started showing already. Above all the excitement on the movie is the anticipation from a car maker which has taken a huge part on the film.
It is no secret that the cars used in the movie are models from General Motors the producer of high quality Saab vehicles with durable Saab air filter. And because of this the Detroit-based automaker is hoping that the exposure of its vehicles in the Hollywood summer movie Transformers will bring in more sales for them. Some of the featured GM vehicles in Transformers were the Chevrolet Camaro concept and the Pontiac Solstice.
According to Dino Bernacchi, GM’s associate director of branded entertainment, "You're going to see these cars as the heroes. You're not going to see the other actors. These cars are the stars‚ literally‚ in the movie."
The Transformers movie came just in time when the automaker is looking for an effective medium to reach younger car buyers. And the movie was just perfect. GM is hoping that through Transformers it may be able to attract car buyers ranging from 18 to 34 year of age. The company’s huge presence in the film not to mention the accompanying promotional toys and video games has really helped in increasing awareness for GM’s brand of vehicles.
For the movie, GM will be spending millions in promotion and in marketing its Transformers tie-ins but refrained from giving details on the exact figures.
In the movie, the word Camaro was mentioned many times by various characters plus there were also close-ups of the Chevy, GMC, Pontiac, and Hummer logos which has given these GM brands quite an exposure.
David Koehler, a clinical marketing professor at the University of Illinois at Chicago said, "Product placement has never been so blatant‚ and the potential for a global platform to build brand awareness could not have come at a better time for GM. The younger demographic most likely to flock to the theatres is exactly what GM needs."
Erick Merkle, Vice-President of Forecasting for Grand Rapids-based auto consulting company IRN Inc. has a different opinion. He said that there is no assurance that those who would see the movie will end up buying GM vehicles that is despite the fact that they might be impressed with the rides. He further added, "Keep in mind that some of the vehicles they're showing are vehicles the youth market won't be able to afford. But they do have a tremendous influence over what people who can afford those vehicles go to buy. You shouldn't underestimate the influence of the youth. I don't know a baby boomer out there who doesn't want to be cool."
Mr. Merkle has also pointed out that those who will go and see the movie are not there because they are concerned about free-falling market shares or upcoming union negotiations and these according to him should be considered by GM.
