And Now a Word From Our Sponsor…
Posted by iTVX Staff on 23rd November 2002
In Die Another Day, the latest James Bond film, viewers can be forgiven if they have a hard time distinguishing the action from the ads.
Like its predecessor, Tomorrow Never Dies (which garnered the largest product-placement deal in history at that time - over $100 million), Die Another Day is more of a pyrotechnic-laden infomercial, than an action movie. With $120 million in marketing campaigns tied to the film, unofficial co-stars included Samsonite luggage, Omega watches, a Phillips heart rate monitor, Bollinger champagne, Heineken beer, Sony security systems, laptops, TV cameras and cellphones, and British Airways. In addition, in Die Another Day James Bond has traded in his famous BMW for an Aston Martin Vanquish - courtesy of Ford, which reportedly paid $35 million for the privilege of providing wheels to James and his foes. This kind of aggressive advertising campaign, which combines the allure of movies with product placement, is proving to be a potent advertising package that film producers and advertisers find hard to resist.
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