Why You Will See Kahlua in Upcoming Zach Galifianakis Flick
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Madvine, the five-month-old branded-entertainment arm of media company Relativity, has struck a multi-year, exclusive deal with global liquor marketer Pernod Ricard that will include product placement in an upcoming film starring Zach Galifianakis, Owen Wilson and Kristen Wiig.
Madvine, whose name combines Madison Avenue and Hollywood’s Vine Street, seeks to go beyond traditional product placement by strategically weaving client brands into Relativity’s productions. Relativity runs film and TV studios as well as divisions representing fashion and sports talent. Madvine also has access to Relativity’s digital-content studio.
Clients get access to Relativity’s properties at early stages. “The premise of Madvine is how do we strategically partner with brands that see the world as we do and integrate the brand into the content, as opposed to interrupting the content, as has been done in the past with traditional advertising,” Madvine CEO Danny Stepper said. “The brand is actually involved at script level,” he added, and has a “seat at the table with the director. It’s more than just a product placement.”
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