In January 2008, almost two years ago, people talked about the possible adaptation for the cinema of a famous literary character for children of the 50s (Eloise, in fact, a clever girl of 11). Then there was the crisis and neither the synpathy of the girl or her charming nanny (Uma Thurman) could convince the producers to go on with the project. Today, on the contrary, thanks to the positive economic trends, the shooting is in the works for the end of January 2010. The premises are good both for the cast as well as for its background. The books in fact were sold and are sold nowadays very well and they have become one of those phenomenons called “longsellers” (or classic). The Disney Production has moreover already realised two episodes for TV with great success.The movie declination can be considered the right and proper step. The production is now looking for a “licensing Deal” for the clothes of the little Eloise and her nanny Uma Thurman. We don’t have much time but being Italians we can do it !

Between the 70s and the 80s (in the USA it was between 1976 and 1981), “Charlie’s Angels” charmed the TV watchers for its original formula that mixed the glamour of three beautiful girls very “posch” and the “soft thriller” plot fit for any age. After twenty years about the format has been translated into a movie with two new episodes (“Charlie’s Angels” in 2000 and “Charlie’s Angels: Full Throttle” in 2003) that obtained quite a good result with a third remake not in production yet. Moreover the plot has been used in 2003 for different videogames versions (Nintendo, GameCube and PlayStation 2) as well as for mobiles. Since the beginning of the year it has been speaking about a new version of the serial, more or less as it happened for “Beverly Hills”, “Merlose Place”, “V Visitor” and “Supercar”, serials not all arrived in Italy and those that did it (90210) with results not so good as it was expected (while in the USA they got prizes). However the premises in this case are different: the scriptwriters and the producers are among the best but above all they are the same of years ago. Very important the presence of Drew Barrymore that in the serial supports the producers Josh Friedman and Leonard Goldberg. Even if it is not still official the shootings will start in Autumn 2010. Good time for those brands (fashion, accessories, design and motors in primis) that want to make a long brand integration.

 The first to talk about “Undercover”, about a month ago, was “The Hollywood Reporter”. Only 4 or 5 lines to say just one interesting thing: J. J. Abrams will direct the pilot episode of a new concept of serial. Until now the insiders have just called it as “the Abrams/Reim Project” but now we know something more. And the news is very important considering that JJ has been directing things such as “Mission Impossible”and “Star Treck” or produced cult serials as “ Lost” and “Alias”. Even if it is not explained in the article, “Undercover” is about a funny spy couple. You do not have to campare it with the 80s comedies such as “Hart to Hart”or “Remington Steele” (Pierce Brosnan has begun from here). It is more a mix between ” Mr. & Mrs. Smith” and “The Bourne Identity”. Since yesterday the operations of product placement have begun. To be present in the first pilot episodes is one of the best chances one can have to obtain great visibility. Because they have lots of public, last the double than a standard episode and because if the serial gets success, they become “a must”. And even more when the serial is produced and directed by a “Successful Producer”.

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 This interesting speech by the journalist Stefania Carini published yesterday on the portal “Corriere.it” relates, maybe for the first time, about the close relationship between the pop music and the serials. It has been talked a lot about the movie sound-tracks from Hollywood, Europe and Italy, much less about the relation between the music and the coreography in the Bollywood productions, where it is not so unsual that the CD copies are sold in a greater number than the tickets of the movie itself.

What connects the music singers to the serial itself is something much more substantial. Sometimes the artist can play the role of him/herself in the plot (Ally McBeal, Las Vegas, Eli Stone, Dharma & Greg, etc.) or a different character well integrated in the story itself though mimicing him/herself a little bit. In “Will & Grace” this has happened each season, with famous artists such as Madonna, Elton John and Janet Jackson. In both cases when this marriage is well amanged it becomes a sort of academic declination of “Win-Win” logic, so loved by the Americans. That is both can profit from such a collaboration, even the public itself. The production enriches the episode in quality with the presence of a hit or a famous character, thus enlarging even its public with that part of fans that otherwise would never watched the serial. The artist employs such a way to give visibility to his/her character, to pass his/her music on a different channel towards a public not so easily reachable and maybe he/she realizes even to be a fairly good actor.

It is useful to note how often the music and TV Productions address to the same agencies of product placement. In the next future the serials, that in the USA are called TV Shows, will become a little bit comedies, a little bit musical and mall. At the beginning people will shout at the scandal but this has already happened when we have moved from theatre to cinema to TV to the web serials. Later on all these instruments will find out their proper spaces, languages and nature. And those who still want a scandal will look for it somewhere else.

 
“SpiderMan 4” has just begun its production these days. The shooting instead will be on January the 4^th in the Universal Studios, recently built up after the incredible fire last June. This will be in fact the first ciak since then and the main characters will be again Tobey Maguire and Kirsten Dunst, directed as usual by Sam Raimi. For the occasion in the backlot of the Studios 9 blocks of New York will be faithfully set up, representing three different areas of the city such as: the Greenwich Village, the IV° Avenue between Uptown and Midtown and Wall Street. Considering the huge use of the computer graphic, the Production has decided to increase the sets of the movie (window shops, road bills.. etc) with Companies logos or brands interested in product placement. Such an operation is perfect even for brand integration plannings, well loved by the marketing agents of the Universal. Products such as jewels (of which the studio has asked for a great amount), clothes, design, accessories and electronics can be the perfect candidates for such a chance, one of the most safe and efficient for the blockbuster category.

 “2012” by Rolan Emmerich is definitevely lucky. During the first week-end it has collected 65 millions of dollars only in the United States. Even though the amount is huge, it is nothing in comparison with the incredible distribution in more than 105 Countries for a total of 225 millions of dollars in just 2 hours and a half. This means that in 2 hours after its getting out, the Sony production has already got back of the production costs (200 millions of dollars n.d.r.).
Obviuosly we are not interested in such numbers but in the great work behind: a new marketing strategy that has bet everything on the web and the search engines without occupying too much the first places but making the visitor eager to discover here and there the promotion… Even the choice of the subject has been quite bold but it is exactly for this that Hollywood is a great machine of dreams (and money). Congratulations even to Baci & Abbracci, that has been able to dress the main actors of the movie in many important scenes with the help of Alist Entertainment in Los Angeles, the Product Placement agency that has managed this great operation. One year ago this young and bold brand had got faith in this opportunity and now it has been gathering the success throughout all the 105 Countries where the movie will be distributed this week.

Something has told me that on “Project Facebook” there can be a few surprises. The Sony movie about the social network most famous in the world (we have already talked about), is really prudential about the new production. Usually this happens when you are working upon something really good or becomeing such. I do not think we should expect nice comedies about “Nerd” as already seen in the past. For the moment there are no more news, nor in Hollywood or in any blogger of the network…. a cover-up not so bad ! But even a good chance to get inside a project that will obtain a good visibility by sure…. I had alraedy informed you !!!