Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.

Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.

Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.


New James Bond "Spectre" is money spinner for sponsors too

27 October 2015, 16:22

London - James Bond is back, and companies such as Omega watches, Gillette shavers and Belvedere vodka have paid undisclosed sums for product tie-ins with "Spectre" in sponsorships that one marketing specialist says are cinema's version of the Olympics.

Being a sponsor allows companies to show Bond-themed adverts, as both Gillette and Heineken are doing, or to mount lavish drinks parties -- featuring Belvedere martinis, as the spirits company plans for Tuesday night to celebrate the film's British premiere on Monday. It has its U.S. launch on Nov. 6.

"We can't disclose the actual cost of the franchise but we do invest significantly," David Lette, premium brands director for Heineken UK, told Reuters, adding that both Bond and Heineken beer have "global appeal".

For Gillette, the Bond sponsorship is new with this film, but Kara Buckley, associate director of communications for grooming products at Procter & Gamble, Gillette's owner, said it was a way to diversify from sports promotions.

"We found that film is another great way to connect with guys, particularly younger guys," she told Reuters at a "Spectre" product tie-in party in London.

Jacques de Cock, a marketing consultant and lecturer at the London School of Marketing, said the half-century-old Bond franchise is cinema's marketing equivalent of the Olympics, even if the sponsorship money for the Games is in the billions of dollars, while the Bond money is in the tens of millions.

"The marketing and co-marketing of the Olympics is close in terms of branding -- in terms of revenue, no," de Cock told Reuters. He estimates Bond movies have earned some 11 billion pounds ($16.90 billion) - in 2015 prices - at the box office, and another $4-5 billion from marketing since "Dr. No" in 1962.

Although figures are not divulged, he said the marketing and promotional activities associated with a modern Bond movie could run to 150-200 million pounds, or roughly the cost of making it.

"I looked at 'Star Wars', I looked at 'Harry Potter', they actually make more per movie, but they are only seven or eight movies long in terms of franchises. It's the longevity and depth combined that make Bond unique," he said.

But not everyone who benefits pays to be seen in, or associated with, Bond. The green dress and hexagonal earrings that Lea Seydoux wears to an intimate dinner with Daniel Craig's Bond on a luxury train, have been plastered on billboards and buses across London -- without anyone paying for sponsorship.

"We're all just kind of gobsmacked about the whole thing," said a delighted Sameera Azeem, head designer for British-based Ghost, which produced the 225-pound ($345) slinky "Salma" dress that the French actress Seydoux wears to the dinner that ends abruptly when a would-be assassin pounces on Bond.

The dress, and the pair of "DiamonDust" earrings Seydoux wears, produced by the London-based jewellery firm Daniel Deyong, were simply bought from shops by costume designers for the film, both firms said.

"I would have liked nothing more than a celebrity to wear my jewellery, it's been my dream," Emma Ben-Yair, director of David Deyong, said. "This has been really something because it's global."

For the latest on national news, politics, sport, entertainment and more follow us on Twitter and like our Facebook page!

- Reuters


Read more from our Users

Submitted by
Wilwon Ochieng
Deputy Governor's ally found with...

The EACC has recovered KES 2 million in fake currency from a close ally of Deputy Governor for Tharaka Nithi Eliud Mati. Read more...

Submitted by
William Korir
Mudavadi given permission to join...

Musalia Mudavadi has been ghranted permission by his party to join the CORD Coalition. Read more...

Submitted by
Victor Tinto
EACC officers raid Deputy Governo...

EACC officers raided the home of a Deputy Governor as theft case continues in court. Read more...

Submitted by
Wilson Ochieng
New IEBC bosses to be named Novem...

New IEBC bosses will be named on November 30. Read more...

Submitted by
William Korir
DP Ruto has spoilt my name, activ...

DP William Ruto has spoilt my name, activist complains. Read more...

Submitted by
Wilson Ochieng
Apologise for attack on Auditor G...

Apologise for attack on Auditor General, President Uhuru Kenyatta is told by Kisumu Senator Anyang Nyong'o. Read more...