Cinema and advertising: authentic or reasonable relationship?

Abstract

The mutual influences of cinema and audiovisual advertising are not new and are continuously evolving. A brief presentation of potential synergies and transfers of know-how, through film product placement, tie-in advertising and licensing, is first developed. This article then studies recent webadvertising trends, focusing primarily on webvideos and webfilms, such as viral videos and fictional web-based short films developed by advertisers with important human and technical resources.