The trailer is not only a shopfront for the movie but also for some of the worlds priciest brands
The official trailer for the new Bond cinema, No Time to Die, was released merely on Wednesday but has already been viewed tens of millions of days, which is an efficient sales job for a movie its producers hope will make at least$ 1bn.
Appetites have been whetted and nerves soothed in the run-up to the film’s release in April after a bumpy production. The budget for the movie- Daniel Craig’s last in the lead role- is estimated to have outstripped $250 m( PS190m ), having rocketed after the departure of the director Danny Boyle in August 2018, who left at the 11 th-hour citing” creative changes “.
Boyle’s exit, along with his co-writer and their script, contributed significantly to a six-month delay as well as a plot and production overhaul. In addition to the costs incurred by the studio and producers, the deviations also prompted scrabblingby companies with Bond sponsorship deals, many of which plan campaigns in line with new releases.
Bond has always been a labels man. Ian Fleming‘s novels nod to Gordon’s gin, Bentley and the cigarette manufacturer Moreland, so product placement has long been a self-consciously centralcomponent of the franchise.
The early films featured tie-ins with the airline Pan Am and Smith& Wesson firearms, with Aston Martin coming onboard for 1964′ s Goldfinger and the champagne house Bollinger for 1973′ s Live and Let Die. Other brands to display their products alongside 007 include Camel, Playboy, KFC, 7 Up and Toblerone.
Meanwhile, countries have all along been vied for the chance to be one of Bond’s destinations, sometimes offering lucrative tax breaks to sweeten the deal. Norway paid NOK 47 m( PS4. 2m) would be contained, and it’s likely Italy, Jamaica and the Faroe Islands, which act as key places alongside London and Scotland, followed suit.
The dividends are potentially enormous. The mayor of Matera, the city in Basilicata, Italy, that provides the backdrop for the opening car chase, predicts No Time to Die will provide a EUR1 2m( PS10m) boost to the local economy.
The trailer is essentially a shopfront not only for the movie but also its product and place partners. Airtime in the 2. 5-min promo will have been exactingly brokered, with separate deals negotiated for exposure on character posters and other marketing materials.
In Casino Royale, Eva Green asks Daniel Craig if he’s wearing a Rolex. He shakes his head: “Omega.” To which she replies: “Beautiful.” The sponsor switching actually happened 11 years earlier but viewers are made aware of this change by this seamless dialogue.
A similar subtlety can be detected in the No Time to Die trailer, which features at least five conspicuous wrist glimpses, some requiring substantial hoisting of a jacket sleeve. The showcase watch this time round is Omega’s new Seamaster Diver 300 M 007 edition( from PS6, 520) which, according to a press release, has been” purposefully built with the needs of 007 in mind “.
Sadly for anyone frantically searching on Airbnb, the Jamaican waterside pad to which Bond retreats after ceasing the service is merely a film set. Still, the production design is immaculately aspirational: not only does the house boast all the amenities 007 might hope he would still need- including a four-poster bed and yacht space- the committee is also looks a suitable choice for what is essentially a retirement property.
It is a bungalow, which is ideal for someone with mobility issues- a visit agent, Lashana Lynch, points out Bond’s dicky knee. There’s also 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 Maintenanceand The Complete Book of Sea Fishing.