Archives: BBC

A Twitter buddy of mine this week posed the following question:

Would you use [product placement] to fund / part finance a film?

Followed closely by this Tweet, which makes no secret which way he’s leaning.

All this is, of course, highly appropriate just now with the UK about to start allowing product placement for the first time. ((The BBC have got a great article on it and its perceived impact here))

I do think product placement has a place in helping to fund the TV and film industry over here. Apart from anything else, who are we to turn down sources of funding to get things made – not just for us but, potentially, more and better off-the-wall, risky TV drama and other formats it may help fund?

The issue for me always comes with the compromise that a filmmaker or an artist has to accept in order to allow for product placement.  If you have to change elements of your script to accommodate a product you need to take a long, hard look at the reasons behind it and not fool yourself that it’s a “creative” decision.

That’s not to say all changes in the name of placement are a bad thing ((you wouldn’t see a huge amount of harm in switching a character’s car from a Ford to a Seat, for instance, as long as it says the same things about his life, social status etc)) but I would always shy away from placement-based rewrites that affected anything more than a passing glance or irrelevant detail.

The key decider for any product placement-based changes has to be this: if someone were offering you the same sum of money without a product to push, would you make the changes they’re suggesting just because they’re giving you the cash?

If the answer’s “yes” then either a) they’re surprisingly good story analysts and you struck luck or b) you’re a sell-out and I wish you a long and happy career.  Just don’t fool yourself into thinking you’re making great art as you pander to the the money-men’s whims.

It’s entirely possible to incorporate product placement in a creative and ethical way, but we should all beware of those people who will become slaves to the product, rather than serving their story.

This weekend, I caught up on the BBC’s awesome BTS doc on COME FLY WITH ME, the new series from LITTLE BRITAIN creators Matt Lucas and David Walliams.

One thought from an interview with Matt Lucas really struck me. Inevitably, there was a question about how you follow up a series as successful as LB was ((and love it or hate it, you can’t deny its success)). Lucas commented, on topping LB:

Can we do something as big as that? No. Can we do something better than that? Certainly.

And there’s the rub: whatever we’re setting out to create, the aim should never be about creating something bigger, simply creating something better.

Striving for size and reach will bring pressures and compromises; striving for quality will not only better ensure excellence, but also come with its own–much wider–rewards and may end up being both bigger and better.