Concave Brand Tracking took a close look at all the Brands in X-MEN: APOCALYPSE (2016). While Coca-Cola, Jaguar, CNN and many others did appear, Ray-Ban was by far the most visible Brand in the movie.
In fact, Ray-Ban accounted for 45% of all the Brand visibility in X-MEN: APOCALYPSE (2016).
We are going to first take a look at how Ray-Ban achieve such substantial visibility as well as how this appearance compares with other movies the Brand has been in. Then we will see how much advertising value the Brand will get from this product placement. And finally, we will see how this appearance stacks up against other Brands that have starred in recent blockbuster movies.
Ray-Ban visibility in X-MEN: APOCALYPSE (2016)
Some Brands achieve high visibility by being seen very clearly for short amounts of screen times. TV channels are a great example of this.
Others appear throughout movies but are not clearly shown. They only appear in the background or never have their logo visible. This is often the case for liquor bottles and billboards.
However, in X-MEN: APOCALYPSE (2016), Ray-Ban combined a lot of screen time with good product visibility. This was achieved by being worn throughout most of the movie by Scott Summers (played by Tye Sheridan).
Early on in the movie, he is given a pair of custom Ray-Ban sunglasses to help control the energy beams that come out of his eyes. In that particular scene, the Ray-Ban eyewear receives over 20 seconds of obvious shots as they are presented to Scott and he puts them on the first time. He then wears them for (almost) the rest of the movie. As such Ray-Ban gets almost 10 minutes of screen time with its logo visible in 35% of it.
However, at the end of the movie, Cyclops is seen wearing his more traditional eyewear.
Ray-Ban sunglasses are also worn by Scott’s brother: Alex Summers (played by Lucas Till).
Interestingly, in the original X-MEN trilogy, when Scott Summer was played by James Marsden, the character wore Oakley sunglasses instead of Ray-Ban. Those movies came out between 2000 and 2006, and at the time Oakley was an independent company. However, since 2007 Oakley has been part of the Italian company Luxottica. Incidentally, Luxottica has owned Ray-Ban since 1999. So it seems that when Luxottica partnered with Marvel/20th Century Fox to be involved with X-MEN: APOCALYPSE (2016), they decided Ray-Ban was a better fit than Oakley, despite the product placement history it already had with the franchise.
Not surprisingly, Ray-Ban’s appearance in X-MEN: APOCALYPSE (2016) was one of its most visible in a movie ever. Ray-Ban was almost 3 times more visible in X-MEN: APOCALYPSE (2016) than in RIDE ALONG (2014) and over 10 times more visible than in MAGIC MIKE XXL (2015), BATMAN V SUPERMAN (2015), FURIOUS 7 (2015) and CAPTAIN AMERICA: CIVIL WAR (2016).
Please do not confuse Brand visibility with Brand exposure. The former refers only to how visible a Brand is to any single viewer in a particular movie. Brand exposure factors in ticket sales and hence viewership. As such, exposure is a measure of the total reach of a Brand’s appearance.
One of the only movies in which Ray-Ban was more visible than in X-MEN: APOCALYPSE was in NEIGHBORS (2014). Seth Rogen wore a pair of their optical glasses throughout the movie. This resulted in almost 20 minutes of screen time for Ray-Ban. However, NEIGHBORS (2014) only grossed US$271 million worldwide generating around US$7 million worth of advertising value for Ray-Ban. So, unless X-MEN: APOCALYPSE (2016) does disastrously as the box office – relatively to expectations – Ray-Ban will get far more advertising exposure than in NEIGHBORS (2014).
the advertising value of Ray-Ban’s product placement in X-MEN: APOCALYPSE (2016)
$ ADVERTISING VALUATION: Concave Brand Tracking has developed an in-house model to calculate the advertising value produced by a Brands’ appearance in entertainment. It factors in the cost of traditional advertising, a Brand’s visibility and the audience size. In this case, we assume that X-MEN: APOCALYPSE (2016) will gross between 600 and 800 million dollars worldwide. A 600 million dollars worldwide gross would be 20% less than X-MEN: DAYS OF FUTURE PAST (2014), while 800 million dollars would be 7% more.
For more information on our $ valuation model please contact us at firstname.lastname@example.org.
Based on the above model, Ray-Ban’s product placement in X-MEN: APOCALYPSE (2016) will provide the Brand with between US$9,000,000 and US$12,000,000 in advertising value.
While this is a huge amount of value Ray-Ban is getting, let’s see how it compares to other Brands that have starred in recent movies. The chart below shows the top 10 most valuable appearances in terms of Brand advertising exposure in major 2014 and 2015 movies.
We see that Ray-Ban would have to exceed US$800 million at the global box office in order to be on par with these Brand appearances.
You will notice that this top 10 includes 2 electronics Brands, 2 clothing Brands and 2 car Brands. However, the most common product is eyewear. This is due to the fact that when a character wears a pair of glasses or sunglasses, they tend to so throughout much of the movie. As a result, the Brands enjoy large amounts of screen time.
In fact, as we see in the charts below, eyewear is the 2nd most common product to appear in movies both in terms of screen time and visibility (which factors in discernibility and logo/name visibility).
In X-MEN APOCALYPSE (2016), Ray-Ban was by far the most visible Brand and had one of its most visible appearances in a movie.
When we factor in the expected box office performance of the movie and resulting audience, we project Ray-Ban will receive more advertising value than it has in any recent movie.
As we have also seen, this is not uncommon for eyewear Brands. Old Focals, Mykita, Wiley X and Cutler and Gross have had over US$10 million worth of global exposure each in a single movie in the last 2 years.
For more information on our methodology, data or services, please contact us at email@example.com.