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Selling James Bond: why No Time to Die is a product placement dream


The trailer is not just a shopfront for the movie however likewise for a few of the worlds most costly brand names

T he authorities trailer for the brand-new Bond movie, No Time to Die , was launched just on Wednesday however has actually currently been seen 10s of countless times, which is an effective sales task for a movie its manufacturers hope will make a minimum of $1bn.

Appetites have actually been whetted and nerves soothed in the run-up to the movie’s release in April after a rough production. The budget plan for the motion picture– Daniel Craig’s last ahead function– is approximated to have actually gone beyond $250m ( 190m), having actually soared after the departure of the director Danny Boyle in August 2018 , who left at the 11th-hour pointing out “imaginative distinctions”.

Boyle’s exit, in addition to his co-writer and their script , resulted in a six-month hold-up along with a plot and production overhaul. In addition to the expenses sustained by the studio and manufacturers, the departures likewise triggered scrabbling by business with Bond sponsorship deals , a number of which strategy projects in line with brand-new releases.

Bond has actually constantly been a labels guy. Ian Fleming ‘s books nod to Gordon’s gin, Bentley and the cigarette maker Moreland, so item positioning has actually long been a self-consciously main element of the franchise .

The early movies included tie-ins with the airline company Pan Am and Smith &Wesson guns, with Aston Martin coming onboard for 1964’s Goldfinger and the champagne home Bollinger for 1973’s Live and Let Die. Other brand names to show their items together with 007 consist of Camel, Playboy, KFC, 7 Up and Toblerone.

Meanwhile, nations have actually long completed for the possibility to be among Bond’s locations, often using rewarding tax breaks to sweeten the offer. Norway paid NOK 47m ( 4.2 m) to be consisted of, and it’s most likely Italy, Jamaica and the Faroe Islands, which function as crucial places along with London and Scotland, did the same.

The dividends are possibly huge. The mayor of Matera, the town in Basilicata, Italy, that supplies the background for the opening automobile chase, forecasts No Time to Die will offer a EUR12m ( 10m) increase to the regional economy.

The trailer is basically a shopfront not just for the movie however likewise its item and area partners. Airtime in the 2.5-min promotion will have been exactingly brokered, with different offers worked out for direct exposure on character posters and other marketing products.


In Casino Royale, Eva Green asks Daniel Craig if he’s using a Rolex . He shakes his head: “Omega.” To which she responds: “Beautiful.” The sponsor switch in fact occurred 11 years previously however audiences are warned of this modification by this smooth discussion.

A comparable subtlety can be spotted in the No Time to Die trailer, which includes a minimum of 5 noticeable wrist looks, some needing significant hoisting of a coat sleeve. The display watch this time round is Omega’s brand-new Seamaster Diver 300M 007 edition (from 6,520) which, according to a news release, has actually been “actively constructed with the requirements of 007 in mind”.

Luxury lakehouse

Sadly for anybody anxiously browsing on Airbnb, the Jamaican waterside pad to which Bond retreats after stopping the service is simply a movie set. Still, the production style is immaculately aspirational: not just does your home boast all the facilities 007 may hope he would still require– consisting of a four-poster bed and luxury yacht area– it likewise looks an ideal option for what is basically a retirement home.

It is a cottage, which is perfect for somebody with movement problems– a checking out representative, Lashana Lynch, explains Bond’s dicky knee. There’s likewise wicker armchairs, a chess set with chunky pieces and an abundance of cushions. Even the coffee-table books are old-timers: Zen and the Art of Motorcycle Maintenance and The Complete Book of Sea Fishing.

Superbikes and #stststsupercars

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An Aston Martin DB5 is shown in Times Square, New York, throughout a marketing trip for No Time to Die. Photo: Carlo Allegri/Reuters

Judging by the trailer, Aston Martin bankrolled a significant percentage of the brand-new movie’s spending plan. The video camera sticks around on a range of designs– the DB5 , V8, DBS Superleggera and the Valhalla electrical supercar ( 250,000 )– while Bond’s other lorry sponsor, Land Rover, is relegated to a couple of short lived looks. A Triumph Bonneville Scrambler 1200 bike shows impressive traction, jumping high up a cliff, and the brand-new design Spirit Yacht (the one utilized in Casino Royale just recently offered used for 600,000) likewise makes a look.

Bond’s wardrobe

While there’s absolutely nothing rather as apprehending in this trailer as Craig’s tight powder-blue swimming trunks ( La Perla “Grigioperla Lodato”, completely offered out) seen in Casino Royale, all the star’s clothing will be the outcome of prolonged conversations in between designers, manufacturers and the outfit department. A navy ribbed N.Peal cashmere sweatshirt with shoulder and elbow spots includes on posters and in a climactic face-off. Bond uses a Massimo Alba cotton-corduroy sailboat fit ( EUR880 ) throughout the Italy chase scenes, followed by a grey Prince of Wales check Tom Ford O’Connor fit ( EUR2,820 ) on his return to London.

Punny parka?

There’s much in the trailer to get fans gasping– fireballs, fjords, a flying motorcycle– however the most significant shock is Rami Malek’s undesirable parka. Sources validate the coat was specifically customized. Malek sets it with a Phantom of the Opera-style face mask and some durable black gloves. It’s an appearance couple of would hurry to copy however one that superfans have analyzed as proof Malek’s character is really Dr No, who sported prosthetic hands after a radiation mishap. Were that to be the case, it would likewise indicate the movie’s title has a formerly unappreciated aspect of punnery.

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Read more: https://www.theguardian.com/film/2019/dec/06/james-bond-no-time-to-die-007-trailer-film

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