Subject category:
Marketing
Published by:
IBS Case Development Center
Length: 7 pages
Data source: Published sources
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Abstract
James Bond or Agent 007, the fictitious British spy created by Ian Fleming is one of the world''s most recognised and loved characters. The total revenue of all the twenty ''Bond'' films is over $3.3 billion, making the Bond franchise the most profitable movie franchise ever. Product placement and brand partnerships in Bond movies have risen exponentially. For Die Another Day, the 20th Bond film starring Pierce Brosnan and Halle Berry, the producers reportedly signed deals with 20 marketing partners who put in $120 million towards advertising and promoting the film worldwide. The partners included Ford, Omega, Revlon, Finlandia, Kodak, British Airways and Samsonite. This case traces the evolution of the Bond from a literary character to a brand in its own right. It describes the evolutionary nature of partnership deals the Bond movies have with consumer brands. The case offers scope for discussion on the relevance of such mega-budget deals for both the producers of the movie and the brands that associate themselves with the movies.
Location:
Other setting(s):
2003
About
Abstract
James Bond or Agent 007, the fictitious British spy created by Ian Fleming is one of the world''s most recognised and loved characters. The total revenue of all the twenty ''Bond'' films is over $3.3 billion, making the Bond franchise the most profitable movie franchise ever. Product placement and brand partnerships in Bond movies have risen exponentially. For Die Another Day, the 20th Bond film starring Pierce Brosnan and Halle Berry, the producers reportedly signed deals with 20 marketing partners who put in $120 million towards advertising and promoting the film worldwide. The partners included Ford, Omega, Revlon, Finlandia, Kodak, British Airways and Samsonite. This case traces the evolution of the Bond from a literary character to a brand in its own right. It describes the evolutionary nature of partnership deals the Bond movies have with consumer brands. The case offers scope for discussion on the relevance of such mega-budget deals for both the producers of the movie and the brands that associate themselves with the movies.
Settings
Location:
Other setting(s):
2003