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Nida Butt reflects on product placements in films

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Mon, 01, 17

Sponsorship can often play a significant role in bringing forward the arts. Whether it is theatre, television, films, or any other form of creativity, it is now becoming crucial to have sponsors on board, to cut down the financial burden.

Sponsorship can often play a significant role in bringing forward the arts. Whether it is theatre, television, films, or any other form of creativity, it is now becoming crucial to have sponsors on board, to cut down the financial burden.

However, one needs to play smart when it comes to product placement and brand integration so that it doesn’t affect the quality of work on display and the aesthetic vision of the artists. One person who shares this view is theatre director Nida Butt.

“Sponsors do really need to strategize better when engaging in product placement and brand integration whether it’s for cinema and/or theatre,” she told Instep recently. “Audiences are becoming smarter and much disdain is thrown at the product which is crassly shoved in our face. Keep it subtle and keep it classy.”

Butt also stated that a lot depends on the nature of the product and understanding which medium is appropriate to reach out to one’s target audience.

 “Sponsors primarily choose films and theatre as a way to reach out to audiences,” explained Butt. “I suppose it really depends on the product. Mass-market products will benefit more from investment in cinema due to increased audience(s) as opposed to theatre where audience is limited to that of one hall each night. It’s about choosing your medium and whether it suits the sponsor or not.”