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Businesses bet on Bond bonanza

Tuesday, October 27, 2015 - 02:08

Much of the funding for the new James Bond movie comes from product placement. As Joel Flynn reports at least 14 brands are directly associated with what is the longest and largest franchise in the world.

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007 might just be getting started as far as his latest movie "Spectre" is concerned. But when it comes to business, brand Bond is already gleaming, and only looks set to accelerate. Company sponsorship of the 24th instalment in the film franchise is bigger than ever - and the appeal is too, for audiences and consumers alike. Jacques de Cock is from the London School of Marketing SOUNDBITE: London School of Marketing Lecturer, Jacques de Cock, saying (English): "They want a brand that actually enhances the Bond brand as well, and actually this mythology helps both, because Bond is now more exclusive and so brands have to work harder to be part of Bond, so they get more money out of it." Bond might be the centrepiece in "Spectre", but brands are still everywhere you look. As well as the ubiquitous Aston Martins, Omega watches, dresses, jewellery and - in particular - drinks all get their on-screen time. And many others off it. Heineken's deal allowed them to feature 007 himself - actor Daniel Craig - in their ad. David Lette is the drinkmaker's UK brand director. SOUNDBITE: Brand Director Heineken UK, David Lette, saying (English): "They signify similar kinds of things as well. In terms of being witty, being resourceful, being confident and being really aspirational, so I think there's a fantastic tie in with Heineken and James Bond." Produce placement and marketing tie ins add between 124 million dollars and upwards of 232 million dollars This is smaller but on the same scale as an Olympic event. A current James Bond movie brings in from the box office, just over 4 times its production costs. But in the 60's and 70's this was a 20 fold return. This is an indication of the use of massive special effects and the spectacle that is the norm in modern day cinema. And it's the biggest film franchise in the world in today's money at 20 billion dollars. Now on release in the UK audiences will be the next ones to pass judgement on "Spectre"'s success. But for Bond's brands, it won't be just Bollinger pouring the champagne.

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Businesses bet on Bond bonanza

Tuesday, October 27, 2015 - 02:08