Branded Entertainment Course Curriculum
By

Stephen Mitchell

The purpose of this course is to teach the writer to think
creatively within a structured format to blend the requirements of
both producer and corporate partner in creating a motion picture,
television or alternative media venue in such a manner as to appeal
to the public.

The first part of the course will introduce and define the concept
of branded entertainment. Unlike product placement, which is the
appearance of identifiable products within a scene of a film or TV
show, branded entertainment implies a conceptual link between the
product and the story to such a degree that the story could hardly
be told without the alliance.

The second part of the course will be a review of the three-act
structure as it applies to screenplays. Even if the ultimate
application of the branded project is to be a video game, the
dynamics of story development must be understood and incorporated
into the project.

The third part of the course will require the writer to select a
product with whom to create a branded alliance. This can be a very
creative step in the protocol, as the writer will have to refine
his/her definition of a product in making a selection. Is it
something bearing a recognizable logo that can be purchased in a
store or is it an idea that a particular corporation would like to
promote?

The fourth part of the course will involve the writing of a
screenplay, teleplay or narrative outline (in the case of a game or
alternative media project). The result will be analyzed on how well
the product was integrated into the story or action so as to appear
as a creative rather than an advertising element.

The fifth part of the course will instruct the writer on how to
approach and contact the product's corporation and make a
presentation for a proposed branded alliance, which actions will
actually be performed as part of this section.

The sixth part of the course will be instruction on how to approach
and pitch major production companies, film studios, networks or game
manufactures with the branded alliance.

© Stephen Mitchell 2005