Branded Screenwriting
By
Stephen Mitchell


Have you ever written, or thought of writing, a screenplay for a
specific star? I know I have. As I write the action and dialogue, I
can see that actor performing the role in my mind. Sometimes, the
actor's personality will actually dictate the words and actions I
write for him or her pushing me to write things I never would have
had I not been thinking of that actor. If you understand this method
of writing, you are half-way there to understanding branded
entertainment.

In branded entertainment, the product is as much a star in the movie
as the male and female leads. No doubt the product has a personality
as distinct and forceful as that of the actors whose names appear
above the title in the credits of the movie you want to make. In the
days of the Hollywood studio system, the studio would create
projects as vehicles for the stars it had under contract. Today, we
are asking you to create a project as a vehicle for a product you
want to have under contract-a product that will co-star with well-
known actors in your movie.

If you have seen the movie Cast Away with Tom Hanks, you may recall
how seamlessly Fed Ex was incorporated into the story. In fact, the
movie could have been conceived as a two-hour commercial for that
company. I'm not saying that it was, just that it could have been.
The use of Fed Ex met all the criteria for product integration for
branded entertainment. The product was seen in its proper context
and in a complimentary manner. The presentation of the product was
such that there was an implied endorsement. Best of all, without the
use of Fed Ex, this story could not have been told.

When considering what product to incorporate into a project, it is
important to let your imagination run free. A product can be a can
of detergent, an automobile or an airline company. It could just as
easily be an idea. For example, the idea that "It's better to be
safe than sorry" might be one that a large, affluent insurance
company might want to sponsor-especially if their company name is
seen as providing that safety.

As with any other game, there are rules to play by in the game of
branded entertainment. Some have to do with the actual writing;
others concern how to make contact with the companies whose
alliances you are seeking. Now would be a good time to learn these
rules and start playing the game to win.