Movies like 'The Great Gatsby' are a diamond-seller's best friend
The critics haven't been universally kind to Baz Luhrmann's The Great Gatsby. Anthony Quinn, The Independent's film reviewer, sums up the criticism: "It has energy, but not subtlety; dazzle, but not depth." As a filmgoer it is not what you want to hear; as an advertiser it is exactly what you want to hear.
For those brands clever enough to have wrapped themselves in the Gatsby glitz, it has proved a bonanza of West Eggian proportions.
Take for instance Tiffany & Co, which accessorised the stars with all those many £100,000 diadems and three-line pearl necklaces. It has just reported larger-than-expected quarterly profits – and it's putting some of the growth down to the Gatsby effect. It's not just Tiffany that has got in on the act, either.
New York's Plaza Hotel designed one of its rooms to look suitably Gatsby-esque – complete with pictures of Leonardo DiCaprio in his "goddam pink suit" – and instituted a "Prohibition-era cocktail" hour (which sounds something of an oxymoron, but hey). It has reported high levels of occupancy throughout the spring.
Brooks Brothers, the suit maker, is also in the pink. The supplier of the 500 or so whistles seen in the film has a link on the official Gatsby website where you can click through to buy cream-coloured trousers and circus-striped sports coats, all from its special Gatsby Collection. The same goes for MAC cosmetics and the stocking-maker Fogal, which now sells, you guessed it, a Gatsby-themed pair of stockings.
Is this the future of film marketing? Eschew 20-second pre-movie adverts and clunky product placements (see James Bond and his recent Heineken guzzling) and instead opt for more subtle tie-ins? The conceit runs thus: showcase your product sensitively and choose the "right" film or television show, and your brand is associated with it in a more durable way. A good example being Banana Republic's Mad Men tie-in.
One company, though, which is laughing in all this, is the champagne house Moët et Chandon. Hardly a celluloid second passes without someone popping open a creamy bottle of Moët et Chandon on screen. But as its spokesman Alexandra King explains: "We didn't approach them. They did the research, found that Moët was one of the few houses exporting to America, identified the best vintage – 1921 – and so used that in the film." Moët was, she says, happy to supply the bottles used in the film. How kind.
TV review Nick Hewer, the man whose eyebrows speak a thousand words, is set to leave The Apprentice
Film The critics but sneer but these unfashionable festive films are our favourites
TV We're so close to knowing what happened to Oliver Hughes, but a last-minute bluff crushes expectations
Arts & Ents blogs
- 1 Nigel Farage: Me vs Russell Brand on Question Time – he's got the chest hair but where are his ideas?
- 2 Harry Potter fans can apply to the Hogwarts-inspired College of Wizardry
- 3 Jessica Chambers: 19-year-old woman 'doused with lighter fluid and burned alive' in the US
- 4 Russell Brand calls Nigel Farage 'poundshop Enoch Powell' in BBC Question Time debate
- 5 Orange Wednesdays are no more
Peter Lik: The self-proclaimed 'fine-art photographer' whose work sells for millions
The best underrated Christmas movies from Love, Actually to While You Were Sleeping
Grace Dent on TV: The Lost Honour of Christopher Jefferies was a beautifully shot, immensely considered drama
The Lost Honour of Christopher Jefferies, review: Jason Watkins is brilliant, but real victim Joanna Yeates is reduced to a footnote
Marilyn Manson denies involvement in shocking Lana Del Rey rape video
Disgruntled RBS worker writes hilarious open letter to Russell Brand after anti-capitalist publicity stunt leaves him hungry
Nigel Farage defends Kerry Smith 'ch***y' comment: 'If you are going for a Chinese, what do you say you’re going for?'
Nigel Farage's approval rating hits 'record low' as popularity suffers in wake of Ukip sex scandal
Pakistan school attack live: Taliban kill at least 132 children in 'horrifying' massacre
Sony hack: Angelina Jolie branded 'seriously out of her mind' in further embarrassing leaked email saga
Panic Saturday: 13 million Britons spend £1.2bn – while 13 million others across the country live in poverty unable to afford food