Word: bond
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...franchise. But the family is deemed a niche player. Cubby did make more than 20 non-007 films, but only one was a hit: 1968's Chitty Chitty Bang Bang, also based on an Ian Fleming work. The family has a stage version of Chitty playing in London. But Bond is the core of the business; they'll continue, says Wilson, "as long as people want the product...
...real test of the Broccoli-Wilson era will come when Brosnan hangs up his Walther PPK. The next Bond will be the first not chosen by Cubby, who died in 1996. Barbara's standard reply on the subject of succession is always, "That's like walking down the aisle and being asked who your next husband will be." Brosnan will return for the next film but is noncommittal on a sixth. "It's hard to plan," he says. "Not knowing what's around the corner is one of the joys of being an actor." And the curse of being...
...20th Bond film will ride into the record books on one of the biggest promo bandwagons ever. Agent 007's business partners are spending an estimated $120 million on tie-in advertising, and millions more have already been invested in products and services for the making of the film itself. Maybe they should have called it Buy Another...
...Bond franchise is one of the pioneers of product placement. "Bond has always been a brand-aware character," says David Wilson, EON's vice president of global business strategy. Dr. No "placed" Pan Am, Red Stripe and Smirnoff. But Die Another Day sets a new standard for promotional deals, pitching about 20 brands, from Finlandia vodka (yep, he switched) to 7-Up and Norelco shavers...
Some publicity-hungry firms pay for screen time. But most product placement works on barter. For example, Ford provided several Aston Martins (for Bond), Jaguars (for the bad guy, Zao), Thunderbirds (for Jinx), Range Rovers (for utility vehicles), spare parts and technical help. That in-kind contribution saved EON millions in production costs. "The value that we got far exceeded the cash they could give us," Wilson says. In return, Ford will get invaluable screen time for its vehicles. The carmaker will also spend millions in movie tie-in promos, which will allow the distributors of Die Another...