Though companies such as Prada have funded short films before, Saint Laurent says it won’t be doing branded content and will eschew obvious product placement.
“They’re absolutely going to make a footprint in the industry if the content is good, and I’m assuming it is, because they have star quality behind it and they’re partnering with the right production companies or studios. It’s really, really smart.”
“If they are stepping out of it as a product placement situation and making an actual commitment to film, to producing or to funding programming, it’s a wise move,” said film industry veteran and serial entrepreneur Charles Finch. Video game companies are one new source of potential funding, as well as untapped regional production funds from countries such as Saudi Arabia, she said.“Being associated to cinema gives brands an opportunity to ‘gentrify’ and take the high ground, on top of a global language and global testimonials,” said Bernstein analyst Luca Solca. “It’s a very interesting move. It definitely shows commitment to cinema. Maybe this is also an opportunity to find alternative creative talent.
Contemporary brand Agnes b. set up her Love Stream Agnes b. productions back in 2007, coproducing a handful of films until 2013. In addition, Chanel has financed the preservation of classic films, as has Gucci, which donated several million dollars to Martin Scorsese’s Film Foundation for the restoration of masterpieces of cinema including “La Dolce Vita” and “The Leopard.”
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