N e x t G e n e r a t i o n

B r a n d i n g W o r k s h o p

W o r d C o u n t : 3 , 7 0 6

5 / 7 / 2 0 1 0

Christopher Cashen 55455863

Watch film, review and annotate script to catalogue and categorise all brands. Evaluate: Identified brands for revival, revitalisation or defictionalisation. Evaluate: The film for product retro-placement.

Justify your answer with reference to relevant literature and supporting data. Provide supporting materials including annotated scripts as appendices.

Vanilla Sky (2001)

Vanilla Sky - Introduction

Vanilla Sky is a film released in late 2001 which stars Tom Cruise and Penelope Cruz. The film itself is

a remake (1997) of Alejandro Amenábar and Mateo Gil “Abre Los Ojos.” The film takes us through

the story of a wealthy and handsome publishing tycoon who’s lifestyle exposes us to many brands

which has been annotated in the script (Appendix A) and categorised (Appendix B). I will now discuss

the various cohorts of brands whilst referring to the relevant literature. The first part of this essay

will introduce the Brand Precession, followed by placement, retro-placement, revival and

revitalisation to conclude the essay.

Brand Precession

First Order – These are brands which initially exist in the virtual world but are applied to products

that can exist in the real, physical world. Examples of this in Vanilla Sky include:

Philips TV

The Philips T.V is seen in the opening scene and according to Cameron Crowe’s audio commentary,

Tom Cruise designed the T.V set himself and applied a motor to ground to enable it to be lowered

into the ground. Given that this capability was designed at the time of the film and the brands

presence in the real world already, this product could exist in the real physical world.

Spinout Magazine

Spinout Magazine existed in the physical world as the form seen in the film, however has now

changed to Modified. This is a car modification magazine (Modified, 2010)

Second Order – Brands which initially exist in the virtual but due to it virtual product characteristics

cannot exist entirely in the real world. Examples of this in Vanilla Sky include:

Hologram Machine

As seen in the film through the party scene guests are congregated around a hologram machine which

is playing John Coltrane “My favourite things.” At one point the character Sofia Serrano visably

moves her hand through the hologram. The basic laws of physics are prohibiting this representation

of the “hologram” and according to Pizzanelli (2010) “real holography will never deliver on these

expectations.” There have been advances in the mythical hologram created by Hollywood films such as

Vanilla Sky, but it is believed this cannot exist entirely in the real world.

Third Order – Brands which initially exist in the virtual world but can relate to a range of products,

both physical and virtual. The level of flexibility differs with regards to productisation, as it is not

predetermined. Examples of this in vanilla Sky include:

Rise Magazine

Rise magazine falls under Aames publishing in Vanilla Sky, and whilst it does not exist in the real

physical world, it possesses a resemblance to popular male lifestyle magazines which include

females, references to beer etc. This can again be altered given that we are unaware of the actual

nature and content of the magazine, which gives the magazine a definite flexibility with regards to

productisation.

Prosthetic Mask

The prosthetic mask worn by the central character at various throughout the entire film is built to

restore the vanity of central character David Aames. While similar masks are available as novelty or

fancy dress accessories, relating to a range of products, there is no mask available as worn by Tom

Cruise (i.e. David Aames). Therefore the productization of the mask is flexible, strictly speaking. A

variation is worn (purple disposable), therefore there is a degree of flexibility with regards to the

prosthetic mask.

Forth Order – Brands which exist only in the virtual world with no relationship at all. Their existence

is independent of the real world. Examples of this in Vanilla Sky include:

REV Magazine

The existence of “Rev” magazine is prominent throughout the film with regards to posters and

memo headers. However this magazine does not exist in the real world. Its existence is completely

independent of any physical world magazine. This is, in part, given the limited knowledge we are

given with regards to the magazine.

“Defending the Kingdom” David Aames

This book again is independent of any

representation of the physical world. The

author does not exist nor the title of the book.

While, in the film, the book is written by David

Aames senior (Tom Cruise’s characters father)

it and the author exist in the realm of Vanilla

Sky and not externally.

Aames Publications

Many publications are roofed under the

fictional “Aames Publishing” it again is

independent of the physical world and exists

purely in the motion picture.

“L.E” Life Extension

Character David Aames signs a contract with a company called “Life Extension" or "L.E.", who place

clinically-dead patients into cryonic suspension, to resurrect at their wish. Upon death, the body of

David Aames is placed in low-temperature preservation of humans utilising Cryonics (body can no

longer be sustained by contemporary medicine, with the hope that healing and resuscitation may be

possible in the future). Cryopreservation of people is not reversible with current technology and

therefore L.E or the Oasis Project as it is referred at the end of the film, is not a viable concept and

therefore exists in its form exclusively in the motion picture.

Lucid Dream (LE)

In return for an additional fee, L.E can place

their patients into a "Lucid Dream" state while

in cryogenic suspension. This combines the

suspension with entertainment based on the

desires of your sub-conscious. Again this

combination of cryogenics and entertainment

(“Cryno-tainment”) is completely unfeasible in

the physical world and exists only within

Vanilla Sky, despite future hopes of its

potential.

Product Placement The volume and sophistication of product (or brand) placement have grown impressively and rapidly

(Balasubramanian et al, 2006). Product placements in prime time television rose 8% in 2008, says

ratings tracker Nielsen. Fox's American Idol alone had 580 product placements (Lowry & Helm,

2009). As a devise, product placement can be very effective on innumerable levels whether setting a

time period or portraying a character’s personality and/or traits. It has been considered an effective

means of promotion for an organisation’s branded good/service. Product Placement presents

attractive cost-benefit ratios and can be considered an avoidance of consumer resistance to

traditional mass media (Balasubramanian et al, 2006). However, as outlined by Lynn and Muzellec

(2009), traditional Product Placement has its own limitations. The success of each placement could

be inherently linked to the media vehicle in which the placement is embedded. Given the nature of

Vanilla Sky (2001), marketers who utilised product placement bore the risk of poor box office or

ratings performance of the film. While Balasubramanian et al (2006) outlined a seemingly inviting

cost-benefit ratio; there are no established, accurate or dependable measurements. The control of

the placement message by the marketer may become subsidiary to the objectives of the motion

picture. It is also difficult for marketers to assess the quality or volume of placement opportunities

available in the future, thus effectively precluding advanced planning for placement options (Lynn &

Muzellec, 2009).

Vanilla Sky is an extremely brand intensive motion picture and even from the opening scene the

repetition of the morning ritual shows two different cars (see Figure One). In this instance the cars

are used as devices to communicate central character David Aames’s lifestyle and wealth. This is

done early in order to give the audience early indication of David Aames make-up (similar to the

car). There are more identifiable examples of product placement including Erikson, IWC watches,

Apple, Heinz Ketchup, Budweiser, Gibson guitars and Steinway & Sons pianos. This is based on the

frequency they appear and the products clarity on screen. There are seven appearances made by

Gibson guitars, including the infamous smashed guitar, four appearances of Erickson phones, four by

IWC watches, two by Apple computers and two by Steinway & Sons pianos. While there is no actual

record of contract or transaction with regards to placement in the motion picture, one must

conclude that any brand/product which appears more than once could be deliberate and thus

perhaps the result of a contractual relationship between the brand and the motion picture.

Figure One: Two Cars Used (Opening 6 Minutes)

Car One: Ferrari 250 GTO Replica

Car Two: Ford Mustang 1967

Product Retro-Placement Product retro-placement is the retro-fitting of existing digital video programming containing pre-

existing people, products, places and brands with clickable anchors that allow viewers discover and

interact with those placements both opt-in and on-demand (Lynn & Muzellec, 2009). This involves

the utilisation of tracking software and once integrated, will introduce interactive qualities to any

filmed object. When these “anchors” are implanted with the information that marketers wish to

display, they can be tracked by a mouse on a computer provided the user is online. This allows the

products/ services in the media to be purchased or similar imitations identified. The relative success

of availing of product retro placement is determined by 3 main factors. The first being the extent to

which the creation of the film has been influenced by marketers or sponsors. Given that I have

identified 216 “brand” appearances within Vanilla Sky (running time 130minutes i.e. approximately 2

brands per minute viewing); this would deem the influence by marketers to be formidable. The

second factor is the level of pre-existing people, products, places and brands in the film (Lynn &

Muzellec, 2009). Again Vanilla Sky has utilised famous actors and actresses in Tom Cruise, Penelope

Cruz and Cameron Diaz; the use of products is evident from the beginning moments of the film when

central character David Aames turns off his JVC alarm clock and Philips T.V (satisfying both products

and brands); and the film is set in New York. Therefore this determination can be declared satisfied.

The final factor affecting success regarding retro-placement is considered to be the success of the

base media (i.e. the film). Vanilla Sky opened at #1 at the box office in the United States (December

14, 2001). The opening weekend took in a gross income of $25,015,518 (24.9%). The final domestic

gross income was $100.61 million while foreign gross income was higher at $102.76m. This

amounted to a worldwide gross income of $203,388,341 (Box Office Mojo, 2010). However, despite

its undoubted financial success, the receptiveness of critics has been lukewarm. Rotten Tomatoes

said the consensus of Vanilla Sky was that it was “An ambitious mix of genres, Vanilla Sky collapses

into an incoherent jumble. Cruise's performance lacks depth, and it's hard to feel sympathy for his

narcissistic character,” (Flixster, 2010). Mixed reviews were emulated through all American media

and press including the New York Times and Los Angeles Times. There is a cult following for Vanilla

Sky and its media performance is encouraging, and given the aforementioned intensity of brand

appearances, one could assume that Vanilla Sky would find the retro-placement exercise gainful.

Brands for Revival/ Revitalisation Retro branding is the revival or re-launch of a product or service brand from a prior historical period,

which can (but may not be) but updated to contemporary standards of performance, functioning or

taste (Brown et al, 2003). This film was released in 2001 and therefore, given it is merely nine years

old; this certainly disqualifies it from retro-branding. The main opportunity presented is that of

revenue potential from the release of Blu-Ray. This should bring sales as supersede to the DVD

format. However there are many brands within Vanilla Sky which could have the opportunity for

revival/ revitalisation. These are:

NYC Brand – It is interesting to note that this film was shot before the 9/11 attacks and released

post. While this is not an intention from the producers, obviously, it does present an interesting

revitalisation opportunity. The film is shot through many of the iconic New York locations, and touch

points such as the taxis, police cars are never far from the screen. In the final shot, the aerial view of

a futuristic New York still contains the Twin Towers. This film represents New York in how things

used to be and also with an interesting insight into how things could have been.

Abre Los Ojos – This is the original to Vanilla

Sky, made by Alejandro Amenábar and Mateo

Gil in 1997. It is a Spanish film, which also

stars Penelope Cruz, which again presents

resonance with the same audience of Vanilla

Sky. When the title “Abre Los Ojos” is directly

translated in English means “Open your eyes.”

In the American remake of Abre Los Ojos,

Penelope Cruz can be heard in the first scene

of the film whispering “Abre Los Ojos” and

“Open your eyes.” This is again repeated by

Cameron Diaz’s character and in the final

scene of Vanilla Sky; a doctor is heard saying

to a defrosted David Aames “Open your

eyes.” It is clear that both films are tightly

aligned and thus success of Vanilla Sky will

spark interest in the original Spanish motion

picture.

“Sabrina”& “Love in the Afternoon” - Audrey Hepburn-The film “Sabrina” was released in 1954 and

“Love in the Afternoon” in 1957. In the first scene as the central character wakes, a ballroom scene

from Sabrina can be seen on the T.V screen. As David and Sofia move towards the “day-office”

Cameron Crowe reveals in his commentary that this is a clear reference to “Love in the Afternoon”

and in particular the “Cello scene.” The Audrey Hepburn brand is in essence from a prior historical

period, which could be updated to modern standards through DVD or Blu-ray. An example of this

would be the Audrey Hepburn Collection which is on sale in retail outlets.

Bob Dylan “Freewheelin”- The Bob Dylan

“Freewheelin” (1963) artwork is one that is

deployed throughout the film. This again

begins in the first scene as the famous picture

can be seen framed over character David

Aames as he wakes. It appears again, as

Crowe tries to mirror the shot used for

“Freewheelin” (below) with the two central

characters. It is then seen again at the end of

the picture in the final slideshow. Given that is

again from a prior historical period, the

opportunity for revitalisation again exists.

Twilight Zone – The popular T.V series (1958 -Episode “Shadow Play”) can be seen in the Times

Square scene where it is being played on the monitor above character David Aames head as he exists

his car. This again has revival opportunities.

Ford Mustang 1967 (Dark Green) – While we can classify this as Product Placement (see first

section), given the age of the model and how it fits into the central characters life, we can see that

this could well be categorised as a product brand which could be used for revitalisation.

Monet Paintings (La Seine at Argenteuil, 1873)

– Again these paintings are core to the movie

itself. Each scene after the “splice” has

occurred have Monet type skies. This would

juxtapose with the original painting “La Seine

at Argenteuil.” The painting itself is seen on a

tour that David gives to Sofia in the party

scene. This again suggests potential for this

painting (or prints as it may be more

appropriate) to be revived.

Jules et Jim Film- The poster for this film can

be seen in David Aames apartment at various

points throughout the film. There is also an

inclusion of a short clip in the final scene. This

film again gives context to the storyline we

are being told by Ventura that it gives David

Aames an idea of “what happiness could be

like.” Again this film is from a similar period as

much of the iconography used in the film

(1962) and therefore its potential is

associated similarly.

À bout de souffle (1960) - An Loc Godard Poster-

This poster makes a number of appearances

in the film and is featured in David Aames

bedroom alongside the “Jules et Jim” poster.

However there are no identifiable references

apart from the poster. Therefore the revival

potential, with regards to Vanilla Sky, is

limited to the poster print of the film.

However it again plays into the lifestyle of a

wealthy tycoon which would give it an

element of prestige, which would obviously

help with regards to it place in the viewers

frame.

To Kill A Mockingbird (1962) – This film is

again a makeup of the iconography of David

Aames and features predominately in the

characters meetings with Dr. Mc Cabe and

again at the end of the film. While this was

originally a book, both it and the film have the

potential to be revitalised. As Ventura states,

the film gave the central character the

interpretation of “what a farther could be

like.”

Music: Various – Throughout the film we are presented with music spanning from 1955 (Frank

Sinatra – the wee small hours) to 2000 (Radiohead – Kid A). These artists include the

aforementioned, accompanied by Jeff Buckley, Vicky Carr, John Coltrane, REM, Underwood, Joan

Osborne, The Beatles, The Rolling Stones, Todd Rundgren, Bjork, The Beach Boys, Sigur Ros, and

Bruce Sprinsteen. Again the artists from older periods are more susceptible to be revived, all can be

revitalised through the online download market, which they may not have been privy to in 2001.

Appendix B: Classification of Brands.

Brand Place in Script Appearances Category

NYC Brand XXXXXX (2,40,60,79,104,107) 6 Revival/ Revitalisation

Abre Los Ojos XX (2,12) 2 Revival/ Revitalisation

“Sabrina” X (2) 1 Revival/ Revitalisation

JVC Alarm Clock + JVC brand

XXX(2,3,74) X (3) 3 Product Placement

Philips TV XXX (2,3,53) 3 First Order Bob Dylan “Freewheelin”

XXXXX (2,72,74,99,108) 5 Revival/ Revitalisation

IWC watch XXXX (2,3,15) 4 Product Placement

Smashed Gibson Guitar & other Gibson Guitars

XXXXXX X(2,4,21,24,25,27, 102) 7 Product Placement

Ferrari 250 GTO X (2) 1 Product Placement

Coca Cola XXXX (3,25,26,27) 4 Product Placement

Mc Donald’s XX (3,12) 2 Product Placement

Chevrolet X (3) 1 Product Placement

Marriott X (3) 1 Product Placement

Kodak XXX (3,47,69) 3 Product Placement

Budweiser XXX (3,57,58) 3 Product Placement

MTV X (3) 1 Product Placement

CNBC X (3) 1 Product Placement

Samsung X (3) 1 Product Placement

Pepsi X (3) 1 Product Placement

LG X (3) 1 Product Placement

Pizza Hut X (3) 1 Product Placement

Toys R’ Us X (3) 1 Product Placement

Gap X (3) 1 Product Placement

Twilight Zone Episode “Shadow Play”

X (3) 1 Revival/ Revitalisation

Rise Magazine XXXXX (3,5,8,9,51) 5 Third Order Spinout Magazine XXX (3,8,51) 3 First Order Erikson XXXX (4,5,54,74) 4 Product

Placement Ford Mustang 1967 (Dark Green)

XXXX (5,38,70,102) 4 Revival/ Revitalisation

REM (“all the right friends”, “Sweetness Follows”)

XX (5,63) 2

Radiohead (Kid A) XX (7,81) 2 MACK Truck X (7) 1 Product

Placement Aames Publications XXXXXX (8,9,12,51,100) 6 Forth Order REV Magazine XX (8,51) 2 Forth Order Converse Runners

X (9) 1 Product Placement

Prosthetic Mask XXXXXXXXXXXXXX (9,32,44,49,54,58,63,65,66,70,82,87,97,100)

14 Third Order

Vans Footwear brand X (10) 1 Product

Placement To Kill a Mockingbird Film

XXXX (11,33,99,108) 4 Revival/ Revitalisation

“Defending the Kingdom” David Aames

XX (12,108) 2 Forth Order

TV Digest XX (12,51) 2 Revival/ Revitalisation

Maxell X (12) 1 Black Angus Restaurant

X (12) 1

Sony XX (14,73) 2 Product Placement

Hologram Machine X (17) 1 Second Order John Coltrane “My Favourite Things”

X (17) 1

Monet Paintings (La Seine a Argenteuil, 1873)

XXXXXXXXXX (18,23,44,64,70,97,104,107,108) 10 Revival/ Revitalisation

Jules Et Jim Film XXXX (19,71,75,99) 4 Revival/ Revitalisation

À bout de souffle (1960) An Loc Godard Poster

XXXX (19,52,74,76) 4 Revival/ Revitalisation

Martini XXXX (22,28,41,58) 4 Product Placement

“Love in the Afternoon” Audrey Hepburn

X (23) 1 Revival/ Revitalisation

Joni Mitchell “Edmonton” Painting

X (24) 1 Revival/ Revitalisation

Steinway & Sons Piano

XX (24,70) 2 Product Placement

Apple XX (25,46) 2 Product Placement

Jack Daniels XXXX (25,26,27,101) 4 Product Placement

Frank Sinatra & “Wee small hours”

XX (26, 108) 2 Revival/ Revitalisation

Hotpoint XX (30,84) 2 Product Placement

Rolling Rock Beer X (30) 1 Product Placement

Jeff Buckley XX (31,38) 2 Revival/ Revitalisation

Vicky Carr X (31) 1 Revival/ Revitalisation

“L.E” Life Extension XXXXXXXXXXXXXXXXX (36,44,53,67,83,88,89,90,92,93,95,96,101)

17 Forth Order

Benny The Dog XXXXX (37,45,53,88,104) 5 Forth Order Lucid Dream (LE) XXXX (92,94,103) 4 Forth Order “Life the Sequel” by Raymond Tooley

XX (37,88) 2 Forth Order

1971 Buick Skylark (Light Blue)

XXX (38,45,102) 3 Product Placement

Julianna Gianni “I Fall Apart” CD

X (40) 1 First Order

Martin Luther King Poster “I Have a Dream”

XX (45,108) 2 Revival/ Revitalisation

The Simpsons (Homer Simpson Blimp)

X (50) 1 Product Placement

Journey Magazine X (51) 1 Forth Order M&M’s X (51) 1 Product

Placement Conan O Brien Show X (53) 1 Product

Placement St. Rose (saint of vanity) t-shirt

XX (55,58) 2 First Order

Bud Light X (57) 1 Product Placement

Patron Tequila XX (57,58) 2 Product

Placement Underwood “Rez” X (58) 1 Joan Osborne “What if God was one of us?”

XX (68,86) 2 Revival/ Revitalisation

The Beatles X (69) 1 Revival/ Revitalisation

Volkswagen Bus X (72) 1 Revival/ Revitalisation

Rolling Stones “Heaven” – Tattoo you.

X (89) 1 Revival/ Revitalisation

Heinz Ketchup XXXX (81,82) 4 Product Placement

Todd Rundgren “Can we Still be friends?”

X (89) 1 Revival/ Revitalisation

Burberry X (89) 1 James Bond “Dr. No” X (93) 1 Revival/

Revitalisation Bjork X (93) 1 Revival/

Revitalisation Beach Boys “Good Vibrations”

X (95) 1 Revival/ Revitalisation

Sigur Ros XX (106,108) 2 Bruce Sprinsteen – “The River”

X (108) 1 Revival/ Revitalisation

Betty Boop X (108) 1 Revival/ Revitalisation

References:

Balasubramanian, S. Karrh, J. Patwardhan, H. (2006). “Audience Response to Product Placements,”

The Journal of Advertising, Volume: 35, Issue: 3. Pp. 115-141.

Box Office Mojo. (2010). “Vanilla Sky- Gross Summary,” [Online]. Available from:

http://www.boxofficemojo.com/movies/?id=vanillasky.htm [Accessed 9 April 2010]

Flixster. (2010). “Rotten Tomatoes Movie Review: Vanilla Sky,” [Online]. Available from:

http://ie.rottentomatoes.com/m/vanilla_sky/ [Accessed 9 April 2010]

Lowry, T. & Helm, B. (2009). “Blasting Away at Product Placement,” *Online+. Available from:

http://www.businessweek.com/magazine/content/09_43/b4152060060411.htm [Accessed 6 April

2010]

Modified (2010) “Spinout – Modified Magazine,” *Online+. Available from:

http://www.modified.com/news/modp-1005-honda-hsv-010/index.html [Accessed 1 May 2010]

Muzzellec, L. Lynn, T. (2010). “There is no spoon: Towards a Framework for the Classification of

Virtual Brands and Management of the Brand Precession.” Management Online Review, Oxford

Management Publishing, January 2010 issue. Pp. 1-6

Pizzanelli, D. (2010). “Hollywood’s Holograms,” [Online] Available from:

http://holography.co.uk/RPS/hollywood/hollywood.html [Accessed 27 April 2010]