UK Debate: 007 Product Tie Overkill?

   Nov. 4, 2008 – Some pundits in the UK suggest product placement and promotional tie-ins for Quantum of Solace are excessive to the point of “overkill,” says an article in UK newspaper The Telegraph. The newspaper article values UK promos with third parties as worth £100 million ($160 million) for the next James Bond spy thriller, which presumably is mostly for marketing the film in advertising paid by partners.
   “Industry experts say the number of official 007-themed adverts and tie-ins is unprecedented and have voiced concerns of ‘overkill,’ warning that the film’s producers could be in danger of damaging the Bond ‘brand,’” says the article Nov. 1 by Chris Hastings.
   The Telegraph article continues: “The list of firms which have signed lucrative deals to use catchphrases, music, logos and images associated with the character, as well as the film's stars, features some of the world's biggest businesses: Coca Cola, Ford, Heineken, Barclaycard, Sony, Sony Ericsson, Virgin Atlantic, Camelot, the watchmaker Omega, Bollinger, Smirnoff. Orbitz, a travel company and Avon, the cosmetics firm.”
   It’s an interesting debate. But Marketing to Moviegoers: Second Edition says the 007 James Bond films are a special case. Audiences expect glamorous brand associations.
   Certainly, there’s no visible backlash from UK audiences so far. The Sony Pictures/MGM release of Quantum grossed in the UK $25.3 million at 1,150 screens last weekend, as its international debut comes two weeks before its Nov. 14 U.S. premiere. That UK box office haul surpassed the three-day launch premiere record held by another British-centric Hollywood production Harry Potter and the Goblet of Fire. Quantum accounted for a staggering 70% of UK box office for that Oct. 31-Nov. 2 weekend.


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