The Idea of film, as a luxury platform is born out by the luxury aspect of the medium itself: lush lighting, gorgeous scenic elements, intimate and direct relationships to an audience. Wait, isn't that what every luxury product wants?
When a luxury product wants to reach an audience, chances are, a movie is the way for them to be seen, heard, and experienced by an audience. Fast Forward to the luxury industry and how they are now using films as their new platform. Chanel. Dior. Just to begin. Brad Pitt. Chanel Number 5. Whose the product here? Answer: Both.
Things will get more interesting as we explore the products in creative spaces that are not only driving business but also creating their own niche platforms that reach their already established following. We'll explore that here as we go forward into this area of products, luxury, adn how art and marketing meet.
Editor's Note: Special thanks to VARIETY MARKETING SUMMIT for hosting us at their SUMMIT PANEL on new trends in film marketing.