{"id":315,"date":"2017-04-26T18:00:25","date_gmt":"2017-04-26T17:00:25","guid":{"rendered":"https:\/\/slovaksuperbrands.com\/blog\/?p=315"},"modified":"2017-04-26T19:19:57","modified_gmt":"2017-04-26T18:19:57","slug":"mate-darth-vader-toaster-ci-kiss-truhlu-merchandising-hybe-filmovym-svetom","status":"publish","type":"post","link":"https:\/\/slovaksuperbrands.com\/blog\/mate-darth-vader-toaster-ci-kiss-truhlu-merchandising-hybe-filmovym-svetom\/","title":{"rendered":"M\u00e1te Darth Vader Toaster \u010di KISS truhlu? Merchandising h\u00fdbe filmov\u00fdm svetom"},"content":{"rendered":"

Prv\u00fd James Bond mal premi\u00e9ru v\u00a0roku 1962 a\u00a0tento rok u\u017e oslavuje 55 rokov. Financovanie filmov v\u0161ak nie je tak\u00e9 jednoduch\u00e9, ako sa zd\u00e1. Boj o dol\u00e1re sa za\u010dal u\u017e d\u00e1vno a pretrv\u00e1va dodnes. Rozdiel je, ak\u00fdm sp\u00f4sobom sa finan\u010dn\u00e9 zdroje z\u00edskavaj\u00fa. Vyhr\u00e1va merchandising a franchizing!<\/p>\n

V\u00a0po\u010diatkoch kinematografie filmy pri\u0161li do k\u00edn, zarobili na vstupnom a\u00a0vytratili sa. Film\u00e1ri a\u00a0\u0161t\u00fadia v\u0161ak v\u00a0s\u00fa\u010dasnosti musia h\u013eada\u0165 sp\u00f4soby, ako z\u00edska\u0165 dodato\u010dn\u00e9 finan\u010dn\u00e9 zdroje, ktor\u00e9 zaplatia ich film, hercov a v\u0161etko potrebn\u00e9.<\/p>\n

Za\u010d\u00edna to rozpo\u010dtom<\/h3>\n

Vo v\u0161eobecnosti plat\u00ed, \u017ee ve\u013ek\u00e9 ateli\u00e9ry svoje rozpo\u010dty nezverej\u0148uj\u00fa pri v\u00fdrobe ich filmov (celkov\u00e9 n\u00e1klady na produkciu, v\u00fdvoj, marketing a\u00a0propag\u00e1ciu, …). V\u00a0skuto\u010dnosti reklama a\u00a0propag\u00e1cia filmu je polo\u017eka, ktor\u00e1 nav\u00fd\u0161i rozpo\u010det, no \u0161t\u00fadi\u00e1 t\u00fato polo\u017eku neuv\u00e1dzaj\u00fa. V\u00a0niektor\u00fdch pr\u00edpadoch m\u00f4\u017ee by\u0165 rozpo\u010det na propag\u00e1ciu a\u00a0podporu vy\u0161\u0161\u00ed, ako rozpo\u010det na samotn\u00fd film.<\/p>\n

Ak si zoberieme rozpo\u010det 15 mili\u00f3nov dol\u00e1rov na film (ktor\u00fd je v\u00a0samotnom Hollywood-e, kupodivu, pova\u017eovan\u00fd za mal\u00fd), m\u00f4\u017ee by\u0165 rozpo\u010det na podporu vy\u0161\u0161\u00ed ne\u017e u\u017e spom\u00ednan\u00fd rozpo\u010det. Je to zapr\u00ed\u010dinen\u00e9 t\u00fdm, \u017ee nie ka\u017ed\u00fd film m\u00e1 svojho div\u00e1ka, ako filmy nato\u010den\u00e9 pod\u013ea kni\u017en\u00fdch bestseller-ov \u010di filmov\u00e9 pokra\u010dovania s\u00a0vlastn\u00fdm kultom div\u00e1kov. Ka\u017ed\u00fd film teda o\u010dak\u00e1va pr\u00ednosy z\u00a0da\u0148ov\u00fdch stimulov, \u010di product placement.<\/p>\n

\"trainwreck-review-feature-image\"<\/a><\/p>\n

Pozrime sa v\u0161ak na film, o\u00a0ktorom nikto ni\u010d nevie, no prekvapivo sa stane trh\u00e1kom. Tak\u00fdm filmom je aj Little Miss Sunshine, \u010do je vlastne pr\u00edbeh o\u00a0Popolu\u0161ke. Jeho rozpo\u010det bol pribli\u017ene 8 mili\u00f3nov dol\u00e1rov, film k\u00fapil FOX Searchlight za 10,5 mili\u00f3na dol\u00e1rov na Sundance Film Festival a\u00a0v\u00a0kin\u00e1ch v USA zarobil takmer 60 mili\u00f3nov dol\u00e1rov.<\/p>\n

Porovnajme si to s\u00a0filmom od Walt Disney s\u00a0n\u00e1zvom John Carter, ktor\u00e9ho rozpo\u010det bol pribli\u017ene 250 mili\u00f3nov dol\u00e1rov, no v\u00a0USA zarobil necel\u00fdch 73 mili\u00f3nov dol\u00e1rov. Neexistuje teda zaru\u010den\u00e1 cesta pre film, aby dosiahol zisk, preto\u017ee faktorov je mnoho, medzi ktor\u00e9 patr\u00ed napr\u00edklad povedomie o\u00a0zna\u010dke, rozpo\u010det na print a\u00a0reklamu, a\u00a0o\u010dak\u00e1vania \u010di aktu\u00e1lna n\u00e1lada publika (div\u00e1ka) a to v\u0161etko zohr\u00e1va svoju \u00falohu pri \u00faspe\u0161nosti filmu. No existuj\u00fa postupy a\u00a0sp\u00f4soby, ako film m\u00f4\u017ee financie zarobi\u0165.<\/p>\n

\"John-Carter-2-poster-Teil1-Taylor-Kitsch\"<\/a><\/p>\n

Cena vstupenky<\/h5>\n

N\u00e1v\u0161tevnos\u0165 k\u00edn kles\u00e1, \u010do rob\u00ed vr\u00e1sky \u0161t\u00fadi\u00e1m a\u00a0distribu\u010dn\u00fdm firm\u00e1m, ktor\u00e9 s\u00a0filmami pracuj\u00fa. Vo v\u00e4\u010d\u0161ine pr\u00edpadov, \u010das\u0165 z\u00a0predaja ide samotn\u00fdm kin\u00e1m, n\u00e1sledne si ur\u010dit\u00e9 percento zober\u00fa distrib\u00fatori a\u00a0n\u00e1sledne ostatok \u0161t\u00fadi\u00e1. Percent\u00e1 s\u00a0tr\u017eieb sa rozde\u013euj\u00fa pod\u013ea zml\u00fav, ktor\u00e9 s\u00fa ku ka\u017ed\u00e9mu filmu sp\u00edsan\u00e9. Pr\u00edjmy zo vstupn\u00e9ho zo z\u00e1moria s\u00fa podstatn\u00e9, no nemaj\u00fa a\u017e tak\u00fa v\u00fd\u0161ku ako z\u00a0domoviny (percent\u00e1 sa l\u00ed\u0161ia, av\u0161ak ich sum\u00e1r je zna\u010dn\u00fd). To je d\u00f4vod, pre\u010do je viac sci-fi filmov, ak\u010dn\u00fdch filmov alebo fantasy filmov \u2013 je omnoho jednoduch\u0161ie pochopi\u0165 tak\u00fdto film a\u00a0hrdinu v\u00a0\u00c1zii \u010di Rusku, ako indie kom\u00e9diu, ktor\u00fa treba prelo\u017ei\u0165 a\u00a0niekedy aj upravi\u0165.<\/p>\n

Merchandising<\/h3>\n

V\u0161etko to za\u010dalo Star Wars.<\/a> Odkedy George Lucas odpremi\u00e9roval svoj film\u00a0 v\u00a0roku 1977, fran\u010d\u00edza mu vyniesla pribli\u017ene 12 bili\u00f3nov dol\u00e1rov za licencie z\u00a0hra\u010diek. Star Wars v\u0161ak okrem in\u00e9ho priniesol do pokladnice 4 bili\u00f3ny dol\u00e1rov vo v\u00fdnose za vstupn\u00e9. Av\u0161ak finan\u010dn\u00e9 prostriedky z\u00a0licenci\u00ed za Star Wars zabezpe\u010dili financovanie \u010fal\u0161ieho pokra\u010dovania v\u00a0roku 1980 s\u00a0n\u00e1zvom The Empire Strikes Back. Strat\u00e9gia merchandising-u v\u0161ak nefunguje pri v\u0161etk\u00fdch filmoch. Sk\u00faste si predstavi\u0165, \u017ee by sa pred\u00e1vala postavi\u010dka Amy Shumer z\u00a0filmu Trainwreck? Asi by to nefungovalo tak, ako pred\u00e1va\u0165 postavi\u010dku Black Widow z\u00a0Avengers.<\/p>\n

 <\/p>\n

\"Slumdog<\/a><\/p>\n

 <\/p>\n

Ne\u017e za\u010dnete do filmu investova\u0165, je potrebn\u00e9 ma\u0165 dokumenty v\u00a0s\u00falade s\u00a0platn\u00fdmi pr\u00e1vnymi predpismi. Treba si v\u0161ak v\u00a0s\u00favislosti s\u00a0t\u00fdm oceni\u0165 aj reput\u00e1ciu producenta a jeho sk\u00fasenosti. Ak\u00fd je trhov\u00fd potenci\u00e1l filmu \u010di cie\u013eov\u00e1 skupina. Filmy, ktor\u00e9 obsahuj\u00fa n\u00e1bo\u017eensk\u00fd obsah, \u010di tie s\u00a0intelektu\u00e1lnym humorom sa m\u00f4\u017eu pred\u00e1va\u0165 \u0165a\u017e\u0161ie najm\u00e4 z\u00a0toho d\u00f4vodu, \u017ee ich publikum je nezvy\u010dajne \u00fazke. Ak film nie je obsaden\u00fd A-\u010dkov\u00fdmi hercami, m\u00f4\u017ee to by\u0165 rovnako probl\u00e9m. No existuj\u00fa aj v\u00fdnimky, ak\u00fdm je film Slumdog Millionaire.<\/p>\n

10 percent pr\u00edjmov tril\u00f3gie The Lord of the Rings poch\u00e1dzali z\u00a0hier a\u00a0hra\u010diek. Tak\u00e9to produkty m\u00f4\u017eu by\u0165 v\u0161ak u\u017eito\u010dn\u00e9 pri podpore povedomia o\u00a0filme a\u00a0teda tieto aktivity a\u00a0propaga\u010dn\u00e9 kampane za\u010d\u00ednaj\u00fa \u010dasto mesiace pred premi\u00e9rou filmu<\/a> a\u00a0s\u00fa nielen \u017ee cielen\u00e9, ale aj riaden\u00e9. V\u00e4\u010d\u0161inou, 40 percent v\u0161etk\u00e9ho merchandise sa pred\u00e1 e\u0161te ne\u017e sa film prv\u00fdkr\u00e1t premietne.<\/p>\n

Pre\u010d\u00edtajte si, ako Star Wars za\u010dal vyu\u017e\u00edva\u0165 predaj licenci\u00ed a merchandising po novom v \u010dl\u00e1nku “Za Star Wars bojuj\u00fa aj Nissan, Duracell a Gillette. Pom\u00f4\u017eu pre\u017ei\u0165 legende?”<\/a><\/p>\n

Zauj\u00edmav\u00fd merchandising (vyu\u017eitie licencie)<\/h3>\n

Za\u010dneme najsk\u00f4r mimo filmov\u00e9ho sveta. Av\u0161ak zauj\u00edmav\u00fd sp\u00f4sob, ako vyu\u017ei\u0165 merchandising m\u00e1 skupina KISS. Ich skaln\u00ed fan\u00fa\u0161ikovia m\u00f4\u017eu by\u0165 pochovan\u00ed v rakvy s fotografiami a t\u00e9matikou skupiny. Je v\u0161eobecne zn\u00e1me, \u017ee skupina m\u00e1 rozsiahly zoznam podporn\u00fdch materi\u00e1lov a tak aj v pr\u00edpade raky si m\u00f4\u017eete vybra\u0165 r\u00f4zne \u00farovne produktu, pri\u010dom v t\u00fdch luxusnej\u0161\u00edch verzi\u00e1ch m\u00e1te (samozrejme za pr\u00edplatok) v\u00e4\u010d\u0161ie pohodlie, \u010di viac “plame\u0148ov”. \/Ak ste ve\u013ek\u00fd fan\u00fa\u0161ik Star Trek, n\u00e1jde sa na internete rakva aj s touto t\u00e9matikou, t\u00e1 v\u0161ak zatia\u013e ofici\u00e1lna nie je.\/<\/p>\n

\"10-baffling-pieces-of-official-merchandise-3\"<\/a><\/p>\n

N\u00e1s v\u0161ak zauj\u00edma filmov\u00fd svet a teda urobi\u0165 si hrianky s t\u00e9matikou Star Wars nie je ni\u010d neobvykl\u00e9. Ofici\u00e1lny toaster v\u00e1m “vyp\u00e1li” bu\u010f samotn\u00fd n\u00e1zov filmu, alebo r\u00f4zne postavy. By\u0165 temn\u00fd sa d\u00e1 za ka\u017ed\u00fdch okolnost\u00ed. Zauj\u00edmavos\u0165ou je mobiln\u00fd telef\u00f3n, ktor\u00fd sa pou\u017e\u00edval vo filme Matrix v roku 1999. Tento mobil toti\u017eto spolo\u010dnos\u0165 Samsung vyrobila pod k\u00f3dov\u00fdm ozna\u010den\u00edm\u00a0Samsung<\/em> SPH-N270 a pred\u00e1va\u0165 ho za\u010dala v roku 2003.<\/p>\n

Ak by ste o telef\u00f3n mali z\u00e1ujem, cez port\u00e1l ebay ho viete zak\u00fapi\u0165 u\u017e za takmer 600 dol\u00e1rov! Je v\u0161ak diskutabiln\u00e9, pre koho s\u00fa “tang\u00e1\u010de” s t\u00e9matikou filmu Sex And The City venovan\u00e9. \u010ci sa jedn\u00e1 o p\u00e1nov, ktor\u00ed ich chc\u00fa na svojich drah\u00fdch polovi\u010dk\u00e1ch vidie\u0165, alebo d\u00e1my aby sa pribl\u00ed\u017eili svojim hrdink\u00e1m nech\u00e1me na va\u0161e pos\u00fadenie.<\/p>\n

\"sex_and_the_city_thongs_18aql05-18aql1a\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Prv\u00fd James Bond mal premi\u00e9ru v\u00a0roku 1962 a\u00a0tento rok u\u017e oslavuje 55 rokov. Financovanie filmov v\u0161ak nie je tak\u00e9 jednoduch\u00e9, ako sa zd\u00e1. Boj o dol\u00e1re sa za\u010dal u\u017e d\u00e1vno a pretrv\u00e1va dodnes. Rozdiel je, ak\u00fdm sp\u00f4sobom sa finan\u010dn\u00e9 zdroje z\u00edskavaj\u00fa. Vyhr\u00e1va merchandising a franchizing!<\/p>\n","protected":false},"author":26,"featured_media":317,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[22],"tags":[69,71,75,72,33,74,30,68,26,73,70],"_links":{"self":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/315"}],"collection":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/comments?post=315"}],"version-history":[{"count":13,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/315\/revisions"}],"predecessor-version":[{"id":342,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/315\/revisions\/342"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/media\/317"}],"wp:attachment":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/media?parent=315"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/categories?post=315"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/tags?post=315"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}