Recently in Product Placement Category

Every now and then something crosses my inbox that makes my jaw drop. Sometimes it's genius, sometimes it's astonishingly crass, and sometimes it's a combination of the two. This morning's report from DVICE.com on the Mio Knight Rider GPS is definitely a category three jaw-dropper. On the one hand, it makes perfect sense. If you're going to have your car talk to you, and you're one of the generation of geeks that grew up in the 80's, you're most likely going to be secretly pretending that your compact or SUV is the Knight Industries Two Thousand anyway. On the other, this ranks right up there with a lightsaber remote control in burying the needle on the dorkometer. If nothing else, installing this sucker will provide a perfect litmus test for every future blind date that might set foot in your ride. Ever. All easy jokes aside, the Knight Rider GPS actually does provoke some interesting thoughts. First, it's interesting that Mio licensed the original, 1980s voice of KITT, William Daniels, instead of the new KITT from NBC's upcoming Knight Rider remake. This might have something to do with the new voice being out of Mio's price range (I'd expect Val Kilmer doesn't come cheap), but since the device is scheduled to go on sale in "the August timeframe" and the new show is scheduled to launch on September 24th, I'd imagine there will be at least some would-be buyers scratching their heads and wondering why this KITT doesn't sound like the KITT on their TVs every Wednesday night. If the show takes off (as the pilot movie's 13 million viewers would seem to suggest), this could prove to be a real gotcha. Second, is the voice from a 20-year-old cult TV show enough to justify a purchase when so many other interesting competitors are flooding the market? The Knight Rider GPS will supposedly retail for $270, which is $70 more than the 3G Apple iPhone with true GPS under its hood. Alpha geeks that sneer at Apple fanboys might be more interested in ponying up the extra forty bucks for the $299 Dash Express, which bills itself as the "first two-way, Internet-connected GPS navigation system". If the market for the Knight Rider GPS is an inherently geeky one, the iPhone and the Dash Express seem to be two pretty big shakers in that market already. Finally, does this open the door for a whole raft of novelty GPS devices? How long will it be before we see a GPS with a UI lifted right from the Enterprise and the voice of Jonathan Frakes, that only responds if it's addressed as "Number One"? Or one with a brass-and-woodgrain casing that boots up with a whistle and responds to "Starbuck"? A more interesting idea is the GPS as a platform for personalization across different drivers – we already have Mr. T, Dennis Hopper and Burt Reynolds giving us directions, and Nintendo's Wii Fit can have different trainers assigned to personal profiles, so why not GPS devices that recognize who's driving and customize their voices to each driver's preferences – or change their voices based on the time of day or location? During normal driving hours you might want to be guided by the soothing baritone of Patrick Stewart, but perhaps late at night when you might doze off behind the wheel the device could switch to the grating screech of Gilbert Gottfried. (Or, worse, it could direct all of its sound output to the rear speakers and imitate your mother-in-law. Hey, it could happen.) Of course, as any hot-rodder, art car builder or bumper sticker aficionado could tell you, our vehicles have always been platforms for customization. Even giving them distinctive voices isn't anything new – all it takes is a couple of playing cards in the spokes of a bicycle wheel. Our vehicles are, for many of us, extensions of our personalities – and if your personality has been secretly dying to deploy out the back of a semi truck on some lost American highway for the last twenty years, then hey, more power to you. Just please, please don't try the turbo boost.

Cinematical reports that the Weinstein brothers just struck a deal to handle their own DVD distribution. The brothers' new post-Miramax venture, The Weinstein Company, is emerging as a case study in 21st-century convergence filmmaking. First they unveiled a US$490M round of private equity from investors (including a hefty chunk of change from Mark Cuban), then they announced a US$25M partnership with the advertising giant WPP Group not just for product placement but "as an integral part of the actual film", then they announced the first-ever major partnership between a studio and a major cosmetics company in the form of a two-year marketing and placement deal with L'Oreal Paris. I can't wait to see what they'll do with online video.

To take my previous post in a different direction with a real world example, MTV Films just announced plans for the movie version of fashion designer Marc Ecko's Getting Up. From the official press release at eckounltd.com:

Marc Ecko's Getting Up: Contents Under Pressure adaptation as a feature project promises to be an homage to graffiti's rich culture. Told through an alternate reality in a futuristic universe, the game represents the culmination of seven years of story and character development by fashion pioneer Marc Ecko, the visionary behind several of today's most respected youth lifestyle brands. Mr. Ecko will serve as producer on the project with MTV Films' Gregg Goldin, who brought the project to the company. Jason Weiss and David Gale will be developing on behalf of MTV Films. "Getting Up: Contents Under Pressure" will be distributed by Paramount Pictures. "When I first began working on 'Getting Up' seven years ago, I wanted to create a storyline that provided a rare look inside of one of the most influential, yet often overlooked, artistic movements in recent history. Today, graffiti is a global cultural phenomenon and few understand its impact better than MTV, pioneers in its use as a motion graphics tool nearly two decades ago. I am delighted to have the ability to bring the depth of our story to life on film and look forward to working with the great team MTV has assembled," added Marc Ecko. "Getting Up" drops in Feb. 2006 for PS2, XBOX, and PC.

The response on the web has been mixed. From Joystiq's typical snarky commentary:

We won't get into the reasons why fashion designer Marc Ecko has a videogame with his name on it in the first place, why anyone would make a movie based on a game that hasn't even come out yet, and why anyone would want to see said movie. Branding has become such a singular and overwhelming force in videogames and movies that it alone can get both made (even though some don't make any money). Expect plenty of finger pointing and scapegoating once this movie comes out. Expect people to say the game's (potentially) piss-poor story is responsible for the movie's equivalent lack of narrative. But we'll know better.

The comments thread at Joystiq is pretty interesting as well, with several people touching on Sony's previous graffiti PR problem. For my money, while there's no mention of in-game ordering or other advanced advergaming implementation, I'm still quite interested to see where this goes. The mobile version already won Best Wireless Game at the Spike TV Video Game Awards, and the game's voice talent lineup alone is enough to make the scene sit up and take notice: Sean "Diddy" Combs, George Hamilton, Giovanni Ribisi, Adam West, Andy Dick, RZA, Charlie Murphy, and Talib Kweli. Wow.