Кръстосаните промоционални кампании и продуктовото позициониране в американското кино
Cross-promotional campaigns and product placement in American film

Summary/Abstract: Cinema’s mass popularity makes it a perfect venue for getting a message across out to global audiences. That is the reason why marketologists deem it to be a good promotional medium. Film audiences could be treated as ready target groups, especially when the genre of the movie is clearly specified allowing for the inclusion of various indirect advertising messages. This practice is increasingly massively applied on a larger scale to a specific niche in advertising business, i.e. product placement. Striving to benefit additionally from the communication in product placing, marketologists and producers avail themselves of diverse auxiliary promotional programmes. These programmes, generally called cross-promotion, combine two non- competitive brands/products in a promotional effort towards achieving mutual benefit in accordance with the set communication or sales goals. The article analyses the cross- promotion campaigns as a most popular tactic, used in product placing in American film. The paper seeks to prove that marketing cooperation between producers and advertising providers might well gain access to a wider group of people, who have not been deemed to be potential clients. Carrying out a cross-promotion campaign promotes any new film, expanding the markets and lending more complete, valuable and desired image to the brand.

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