The James Bond brand is as strong as ever. To be certain, the gentlemen who played 007 crafted a legacy that Daniel Craig is now extending admirably. However, the brand that is James Bond requires more than a good actor, or director, or attractive Bond girls, or script. Those things help, but the engine that drives this supercar is the marketing.
The latest installment of the Bond franchise, Skyfall, premieres on November 9th. You can’t miss the trailer and advertisement that are shown almost constantly now. This year just so happens to be the 50th anniversary of the first showing of the first Bond film, Dr. No. In a brilliant play, EON Productions partnered with Christie’s in auctioning off 51* exclusive items about one month before the movie hits theaters. Forty-one items were online-only, while 10 featured items were auctioned live on October 5th at Christie’s South Kensington in London. All total, the 51 items brought in £724,600 (online) and £752,050 (live). That’s almost $2.4M.
What’s even more brilliant is that every penny goes to charity, including catalog sales. It’s also no surprise that Daniel Craig was the host of Saturday Night Live this past weekend, as part of the global marketing synchronicity. The charity, advertising, guest appearances and press tours will all cost many millions of dollars. Does anyone doubt that it will all pay off in spades? The only other feature movie premiering the same weekend as Skyfall will be Lincoln. I will bet that Skyfall takes the box office title that week.
*Originally only 50 items, the producers decided to add an additional item prior to the sale.