A hot media topic this week was the news that Fay Weldon's new novel, "The Bulgari Connection," has an actual corporate sponsor (no prizes for guessing who). We are all familiar with product placement as a form of corporate sponsorship in the movies -- those of you who saw Tom Hanks and Meg Ryan find romance in "You've Got Mail," to take one example, will recall the unsubtle plugs for Zabar's, Starbucks, and of course AOL that enhanced your viewing pleasure. Now that the concept has reached the novel, let us exercise our ingenuity and find ways to apply it to our favorite ballets. "The Bulgari Giselle," anyone?


(For those who want to read more about Weldon and her book, here's a link to David D. Kirkpatrick's report in the New York Times.

http://www.nytimes.com/2001/09/03/business...searchpv=day04)

How about the Maxwell House Nutcracker -- "good to the last (dew)drop".

We could go further than titles. There might be a way to work the product itself into the ballet, with
"Coffee" in Balanchine's version enter carrying a pot of Folger's, or perhaps wearing the corporate logo.

I've been saying this for years. Sominex is a natural for Sleeping Beauty.

Think what an imaginative beeper or cell phone pitch could do with Romeo and Juliet!

not to mention the possibilities for low-calorie products like crystal light or diet coke or i can't believe it's not butter. and there's always the old 'maidenform bra' ballet....

The original Nutcracker had product placement all over the place. Mother Ginger was a recognizable brand of candy, the Tea was evidently Ty-Phoo, and the Candy Canes, because they don't travel well, had to be Russian!

How about a ballet based on an advertising jingle for an airline?

Oh, nevermind....

But why not the other way round? If British Airways can use the duet from Lakme to sell their airline, what's wrong with the Entry of the Shades? Oop, ghosts, oh well...

"Coppelia/Barbie"
"Coppelia vs Barbie"
"Coppelia or Barbie?"
"Coppelia and Ken"
Gotta be something there someplace.

Giannina

[ 09-08-2001: Message edited by: Giannina Mooney ]

Manhattnik,
Stick that Coppelia link in here! And the one for the "product of the week" as well!

(He must be ferreting through old programmes....)