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Take away the Aston Martin, the Omega watches and the Dom Pérignon, and James Bond is little more than a batsman with a penchant for one lining. No time to die, the latest film in the Bond franchise, was released in UK cinemas this week. Stunts, packs and love interest were all present and correct. But there were some new brands among the old believers.
Pay attention 007. The success and longevity of Ian Fleming’s character rests in part on the right software and consumables. Placing the right products in the frame means advantageous deals for existing partners and sharp prices for those who want to join the club.
Ford, owner at the time of Aston Martin, a brand traditionally preferred by Bond, allegedly paid $ 35 million to have its car released in 2002. Die another day. BMW won the role in the previous film. The agreement was fruitful. No time to die features four different Aston Martin models.
HMD, the Finnish owner of the Nokia mobile phone brand, has apparently paid a similar fee for its device to replace Bond’s Sony phone. A prolonged close-up — and the reported attempt to re-record the film to update it with the latest model — will be reflected in the price.
Advertising for products that appear in a Bond movie contributes to the buzz around the release. This is more important than usual, what it’s good for No time to die, the first in a series of autumn blockbusters that the cinema industry hopes will cause a pandemic plagued by the pandemic.
Not every brand pays to be a part of the movie. Some were included by props, simply to add shine and authenticity. Apple allegedly disapproves of filmmakers equipping movies with iPhones.
For brands that do the cuts, the return on investment can be impressive. There is a clear ‘Bond effect’, in which sales of products increase after a film is released. Swimwear manufacturer Orlebar Brown experienced this after Daniel Craig carried his suitcases in 2012 Lug selection. A few years later, Orlebar Brown was acquired by Chanel.
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