![]() ![]() I don’t think that, in a moment of grief, I will remember the name of a funeral home I saw in a film!” “It’s certainly not in great taste, but every film has these advertisements now,” said fur-coated Gabriela Rossi, 73, as she left a Rome cinema after watching the movie. The placement has prompted some hand-wringing in Italy, once famous for some of the world’s greatest works of film and the home of directors Federico Fellini, Pier Paolo Pasolini, Vittorio de Sica and Sergio Leone. The film is the highest-grossing Italian film this season. The product placement becomes a punch line when the funeral home manager telephones the hero and soberly intones: “Taffo, funerals since 1940”. In an advertising deal the Rome company proudly describes as unprecedented, Taffo Funerals paid to be a central plot device in “The Worst Christmas of my Life”, which hinges on a main character who is mistakenly believed to have died. And its new sponsors often want something in return. It is a sign of how Italian cinema, traditionally reliant on public funds that have halved since the 2007-2008 financial crisis, is seeking different sources of support. ROME, Dec 13 (Reuters) - A lighthearted Christmas comedy film that stormed Italian box offices this winter is the vehicle for an unusual sponsor: a funeral home. ![]()
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