GTO 3987 on Mulholland

GTO 3987 on Mulholland

Wednesday, July 29, 2015

It's the Kid's World: A product integration concept

In the early 2000s, I took an interest in product integration as opposed to product placement which I had been utilizing as a production tool since I shot The French Chef in Paris in 1980. One could differentiate the two concepts in movie terms by saying that in product placement, the product is an extra and in product integration, the product is the star. A very good example of product integration was seen in The Castaway where both FedEx and Wilson became characters in the telling of the story. As I have previously written, the James Bond series has been a veritable placement/integration franchise hitting both with skill and elegance. Product integration has the effect of amping up the idea of implied endorsement.

It's the Kid's World is a product integration concept I created wherein a young retired child actor is absorbed into a game in his cell phone and could communicate to his friends via their cell phones for help in navigating his adventure. Here is the thumbnail description of the show:

It's the Kid's Word is a comedy about a child actor who took early retirement and "went out on top"--six months ago. He's rich beyond belief and keeps a full-time staff of retainers and attorneys working overtime to maintain and oversee his dynasty. Having conquered the real world, "The Kid" matriculates into the world of his cellphone game environment where he can confront and conquer the characters and situations he discovers there. From within the cellphone he makes calls to his friends eliciting their help in overcoming enemies and obstacles within the game. The Kid's friends track his progress within the game on their own cellphones. Viewers can text-message cheat codes/walk-throughs to The Kid in an effort to help and participate.

The Kid was played by my son Sean and was a spin-off of the character I created for him in Clip Joint. The visual promo clip seen above was composited for me by Michael Chanslor who has scored the music for many of my projects and often oversees post production with his Viral Video.

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