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cyberpiratería against Fox and joined Heineken for political confrontation

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expenses generated by the films are not limited to the production process, once there is the period of promotion and advertising of films and at this point all the strategies are worth to recover the capital invested.

Perhaps the best known phenomenon in this regard is that of Merchandising, merchandising a movie played a dual function, generate significant benefits for the study and also promoted movies.

However, not all the movies enjoy the potential to extract the same products that may have some relevance in the market.
In these cases the studies looking for other types of promotional strategies.

One such system is the partnership with other companies, often feeding, which will include publicity of the film on their packaging.

As we read in this article . The 20th Century Fox has reached an agreement with the well-known beer brand Heineken , so that the latter promotes and their product, the release of the movie Be Cool "starring John Travolta and Uma Thurman, to change the beer company made sure that the product appeared and was used in the film.

This type of mutual benefit association has been doing for years in the world of cinema, a popular example would be the movie Matrix whose protagonists wore glasses and wore Rayban Nokia phones . These companies, once the film released, they quickly make their respective advertising campaigns that included images of the film which featured their products.

It seems inevitable that advertising will become involved in the audiovisual, and it is not only limited to the film market but in the video game industry are beginning to bet heavily. You can enjoy Burger King ads when you travel circuits Need for Speed \u200b\u200bUnderground 2 or view ads Axe on the facades of buildings Splinter Cell: Chaos Theory to put just a couple of examples.

However, this phenomenon is causing discontent in certain sectors of the population. Some say that when they pay a movie ticket or buying a game they do to see a product that will serve as advertising platform for other companies.

studies on the other hand say it is the only way to reduce risk in certain products and also achieves a greater "realism" in the productions.

F º Javier Espinosa Enriquez