nofilmschool » branding

Polaroid, Technicolor, Kodak: With the Branded Beast Extinct, What Becomes of the Brand?

Dave Kendricken — Thu, 31 Jan 2013 09:29:21 +0000

In the whirlwind of hyperactive change that is Moore’s Law, branding can be a prime anchor point. Brand identity fights the tendency toward ‘the new’ with powerful invocations of the past: nostalgia, reliability, simplicity, and the association of that brand name with the creation of very dear memories. Granted, nostalgia alone can’t save anyone from bankruptcy — but it’s a start. Polaroid, Technicolor, and Kodak are prime examples of this interplay, and each is adapting in its own ways — though there’s some overlap. Not one, but two of these traditionally film-based companies are even releasing digital cameras. In whatever the way, each of the three is working toward the preservation of its own historic brand name — which do you think will pull through? (more…)

Tim Heidecker Transcends 'Tim and Eric' Comedy for Dark Drama in 'The Comedy'

Dave Kendricken — Fri, 16 Nov 2012 00:09:54 +0000

While personal branding can be an important consideration to make in today’s world of hyper-stimulation and instantaneous mass media, there’s also a danger to become type-cast or pigeonholed given the body of work you’ve already established for yourself. Recently, director Rick Alverson has teamed up with the stars/masterminds behind Adult Swim’s Tim and Eric Awesome Show, Great Job! – Tim Heidecker and Eric Wareheim — in a project that anyone familiar with the latter series may actually find difficult to believe. The Comedy screened at this year’s Sundance and has subsequently been released on VOD, and Tim Heidecker’s lead performance has received some impressive nods and positive attention. In a recent interview by Filmmaker Magazine, Tim highlights the benefits of breaking your own creative molds. (more…)

TMB's Inspirational True Short 'Panyee FC' is Only Technically Branded Entertainment

Ryan Koo — Fri, 25 Mar 2011 14:50:57 +0000

Watching the inspirational true story of Panyee FC, a youth soccer team formed on an island in South Thailand, you wouldn’t know the film was paid for in full by Thai Military Bank. There are no logos in the film itself (until the end), no scenes in banks, and in fact the film has nothing to do with banking at all. It is, however, reportedly a true story, and a touching one at that: (more…)

Would Any Brand Sponsor a Free Film Studio?

Ryan Koo — Fri, 15 Oct 2010 18:35:09 +0000

There’s an interesting story in the NYTimes about sneaker brand Converse opening a music recording studio here in Williamsburg, Brooklyn. By itself, it’s interesting for a brand to invest in a 5,200 square-foot state-of-the-art recording space, but check out Converse’s business model: the space will be free for musicians to use. In an era where content is becoming increasingly more and more branded, I can see how a lifestyle brand like Converse (no one is buying Converse shoes because of their superior performance) would find such a pursuit worthwhile. Music is “cool,” and giving independent musicians a space to record is also cool. But what about independent film? Is it cool enough that any brand would sponsor a film studio that was free to use? (more…)