The Writers Guild of America (WGA) West and the Screen Actors Guild (SAG) are holding firm in their stance that their members should have a creative and financial stake in branded entertainment deals. However, WGA West president Patric Verrone acknowledged that television/cable networks, feature/TV studios and producers have thus far ignored the Guilds’ invitation in November to enter into a dialogue on the matter. SAG and WGA West have been trying to spark negotiations on establishing a code of conduct covering brand integration in TV and theatrical features.
Verrone made his remarks during a session of “The Next Big Idea: The Future Of Branded Entertainment” conference last week in Hollywood. During the panel discussion–in which he was joined by his presidential counterpart at SAG, Alan Rosenberg–it was suggested from the audience that if the networks, studios and producers continue to be unresponsive, the Guilds should consider meeting directly with the advertisers who are underwriting branded content.
Verrone responded by explaining why the Guilds were reluctant to take that course–yet he left the door slightly ajar. “I don’t think our employers would be particularly happy if we started [talking directly] with the advertisers.” He then, however, conjectured, “Perhaps that may be the way we have to go.”
Rosenberg related, “I never really had a problem with product placement, but the moment you put words in my mouth extolling the virtues of that product, it becomes a different thing.”
The Guilds are concerned that such product integration can compromise artistic integrity. And they claim that they should have some say in these branded deals, as well as financial recompense.
Rosenberg noted that the current situation can lead to conflicts of interest for actors who have exclusive contracts with advertisers but can find themselves asked to appear with or praise a competing brand as part of a branded script for a TV program or theatrical motion picture. He also cited examples in which an actor can be compromised personally. For instance a performer who’s a recovering alcoholic can find himself with a CGI can of beer in his hand, a can that unbeknownst to him was placed into the scene after the fact, replacing the can of Coke that had been originally filmed.
Robert Dowling, former publisher of The Hollywood Reporter, moderated the discussion. “The Next Big Idea” conference was sponsored by VNU, the parent company of Reporter.