Corinne Berneman, Benoît Meyronin

Location placement in motion pictures: a definition and some empirical evidences

  • Abstract

Informations and abstract

Keywords: location placement, film-induced tourism, place marketing

This study deals with location placement and the positive impacts it can have on cities, regions or even countries. In the first part, we used the product placement and film tourism literatures to give a definition and characteristics of location placement and its key success factors. We then apply a theoretical framework of its effects on the French movie «Bienvenue chez les Ch'tis«, which offers a good example of location placement (the city of Bergues, and the Nord-Pas de Calais region). The objective of the analysis was to show the consequences of the appearance of the location and the impacts at different levels: employment, tourism, and perception of the location.

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