Tag Archives: product placement

Bond 25: what we know (and what we expect)

Bond 25 was unexpectedly (for the most) announced yesterday evening on all the 007’s social media account. The press release was short and didn’t contain so many info, but we did a little digging and, based on speculations an common sense (that’s all we have at this point folks), we arrived at the following conclusions:

  • Purvis and Wade will return as the screenwriters (ok this was quite simple): they will write a Bond movie for the seventh time. The started working on the francise at the end of two decades ago, on The World Is Not Enough and, even with ups and downs, they put the pens on all the screenplays from there to today.
  • Craig is (almost certainly) set to return. Early this month rumors surfaced that, after the sadly too famous comment (I’d rather break this glass and slash my wrists) when he was asked if he was going to wear the tuxedo one more time, Daniel Craig had set up his mind, and was going to sign at least for one more. Last night, also The New York Times broke the story that two internal sources confirmed the Liverpool-born actor was returning for his fifth outing as 007.
  • All the “side cast” is returning: this assumption is based on the one above: if Craig is returning, he is doing it to close his story line in a big way, and he is going to have his squires beside him. Fiennes, Harris, Whishaw, Kinnear, Seydoux probably even Waltz and Bellucci will star in the movie.
  • We most certainly won’t have a back to back story: every time a new Bond movie is announced, the story of a two-part movie to be shoot togheter starts spreading. We know that a Bond movie needs a long preparation time, a long shooting time, and a lot of efforts from all the parts involved. Maybe it needs way to much of all these things to have to movies properly shot as they should, and we know Broccoli and Wilson want to make this right
  • Broccoli and Wilson are not ready to pass the baton. They are probably in the prime of their careers as producers. Their play, The Kid Stays in the Picture, based on Robert Evans book, is having a very good ride and it seems it is set to be brought to USA, they are set to produce a non-007 spy movie starring Blake Lively, The Rhythm Section, based on Mark Burnell’s novel.
  • Nolan won’t be the director. As he stated multiple times,evend in the last days, he would love to do a Bond movie but, as for all his project, he has to have the complete control of the creation phase, something he doesn’t have today, with a storyline set, a decided actor, and an arc that is going to be closed. It’s far more probable we will see him directing Bond 26, with an actor he will decide (he stated Tom Hardy, on of his faithful stars, would be a perfect Bond, and we agree), a story he and his brother will write, and a decided number of movies (3 perhaps?) to be shot in a not so long time arc. the only possibility to see him on Bond 25, is that Broccoli and Wilson are giving him the possibility to close this cycle and open a new one with the next movies.
  • We will have a new distributor. The deal with Sony expired with SPECTRE, so we can expect a very fierce auction to secure the rights to distribute the next installment. Annapuna and Warner Bros were rumored to be in the mix, and the latter would hint once more to a Nolan nod, since they distributed his movies, including the currently-in-theaters Dunkirk.
  • We will have new cars, new watch, new suits, new gadgets. As we all know, every Bond movie is also a marketing opportunity. Every brand involved wants to maximize the commercial effort he makes to have the double 0 seven licence. So expect a lot of new merchandising to come out.

But most important of all, we know have a countdown running, we now are 836 days away from the next Bond movie!

Exciting times are coming!

Bond for Business

What does it mean to be a Bond film’s marketing partner?

It certainly means a lot of money. While it is reported that EON, the production company run by Barbara Broccoli and M doesn’t seem to be interested particularly in the money a company can give them, they (and Sony) seem to be extremely implicated in what a company can do in terms of marketing for a new 007 installment.

They seems to be also exceptionally reserved on this matters, and probably their refractoriness in talking about these matters comes both from marketing accords and from the leaked information they had early this year through the Sony hacker attack.

In fact, while it appears for a very short time during the movie, it was reported that there were some problems between Sony, movie distributor with its company Columbia, and EON and Sam Mendes and Daniel Craig to place their new phone in the movie, in the end it seems they made up your mind and the cellphone is briefly visible during a scene of the new movie Spectre.
At the same time, this partnership helped EON with the marketing, with ads featuring Moneypenny (Naomie Harris) carrying a suitcase containing the new Sony Xperia Z5.
The same can be said of Heineken. The green-bottled-beer, featured also in Skyfall, returns in Spectre, while Gillette appears for the first time. Heineken is believed to have paid more than 28 million pounds to appear in Skyfall, a part from the marketing effort they made, and the return must have been huge if they decided to pursue the same pattern with Spectre.

Same we can say for Omega, from 20 years now a 007 partner. Since Goldeneye, in fact, the most beloved Her Majesty’s Secret Service agent wears one or two Omegas in the movie, Seamaster usually. Also in the last installment, James Bond wears the new Omega Seamaster 300, and in particular a special version made specially for him.

Yes, this is another route almost all the companies involved in product placement pursue: create a special edition of their product related to 007. Omega has done 2 watches, a special version of the Seamaster 300 and a limited Aqua Terra Bond edition. Sony released its Z5 relating it to 007, showing it with the time 07:00 on the display, Belvedere and Heineken released special bottles, Gillette a limited edition package. Even Aston Martin has released a special DB9 GT Bond edition.

Here there are some ads videos for Spectre:

Sony Xperia Z5 made for Bond:

Heineken, The chase:

Aston Martin DB9 GT Bond Edition:

Gillette and Spectre present: Bond Moments

Omega and Spectre:

Spectre cars, Jaguar and Land Rover:

So, Bond is a big business not only for EON, but also for the products in the movie.