Marketing and Promotion

Marketing context: global achievements of Skyfall

first Bond film to cross the $1 billion mark worldwide the 7th highest-grossing film of all time the highest-grossing film in the UK the highest-grossing film worldwide for Both Sony Pictures and MGM Second highest-grossing film of 2012

Marketing Context: the 50th Anniversary of Bond

Producers Barbara Broccoli and Michael G. Wilson wanted something really special and different Sam Mendes British director (typically associated with intense dramas, scripts and dialogues) Pillars of British acting, self-parody jokes throughout Sam Mendes plays with the generic conventions of the Bond franchise Britain is stereotyped for international target audience Although a British film, the $150-200m budget was financed by USA. The Budget is required to appeal to a global audience in order to afford the special effects to produce spectacular scenes etc.

The usual audience for a Bond film is white, male, 25-40, British. However, since Casino Royale, the makers of Bond have deliberately tried to re-brand and reposition the franchise for a white, male, 16-25 market. Also, a secondary female audience is substantially targeted with the adaptation of the female role within the films and the introduction of the female gaze positioned on James Bond. Bond is stereotypically British (hes a gentleman, wears tuxedos, has a dry sense of humour driven by double entendres and sarccasm, drinks sophisticated drinks...) but he has been rebranded in order to appeal to an American and younger audience. This is evident in his action-hero physique and combat fighting skills that have not been emphasised pre-Daniel Craig.

Watch for evidence of this re-branding as we consider the marketing approach used to promote Skyfall.

SWOT
Strengths James Bond Legacy- large existing fan base High recognition of brand name Large budget allows for high quality production Good Reviews 92% on Rotten Tomatoes for Skyfall Good actor as James BondDaniel Craig Bond Girls- Naomie Harris and Berenice Marlohe Respected director - Sam Mendes Franchise is now more appealing to women Weaknesses Previous movie was not rated very highly Bond franchise has a tradition of being formulaic and predictable The franchise historically is sexist

SWOT
Opportunities Large female markets According to MRIs Survey of the American Consumer in Fall 2011 74.9% of women identified themselves as the primary purchaser in their household Interest from Adele fan base 50th Anniversary of James Bond High Profitability in Action/ Adventure genre Growing foreign market Threats Illegal movie downloads (pirating) Renting (Redbox, Netflix) Oversaturation of the market Other, competing films, especially action films Series is old, declining level of interest

In August 2011 the Serbian newspaper Blic stated that Bond 23 would be entitled Carte Blanche and would be an adaptation of the recent continuation novel by Jeffery Deaver. On 30 August Eon Productions officially denied any link between Bond 23 and Carte Blanche, stating that "the new film is not going to be called Carte Blanche and will have nothing to do with the Jeffery Deaver book". On 3 October 2011 fifteen domain names including 'jamesbond-skyfall.com' and 'skyfallthefilm.com' were reported to have been registered on behalf of MGM and Sony Pictures by Internet brand-protection service MarkMonitor. This led to supposition in the media that the film had been given the name "Skyfall". These reports were not confirmed at the time by Eon Productions, Sony or MGM. Skyfall was later confirmed as the title at a press conference on 3 November 2011, during which co-producer Barbara Broccoli said that the title "has some emotional context which will be revealed in the film". The title refers to the name of Bond's childhood home "Skyfall", and the setting for the film's finale.

How has the films promotion already started? Look at the teaser trailer and official, fulllength trailer: how do these texts use the existing conventions of the Bond genre? And what new things do they offer the audience?

What are the key enigmas and selling points of this poster?

What are the key enigmas and selling points of this poster?

Key Revelations
Information Significance/ Audience Response The main cast of Skyfall was officially announced at a press conference held at the Corinthia Hotel in London on 3 November 2011, fifty years to the day since Sean Connery was announced to play James Bond in the film Dr. No. Director Sam Mendes described Bond as experiencing a "combination of lassitude, boredom, depression [and] difficulty with what he's chosen to do for a living

In casting the role, director Sam Mendes admitted that he lobbied hard for Bardem to accept the part. Mendes saw the potential for the character to be recognised as one of the most memorable characters in the series and wanted to create "something [the audience] may consider to have been absent from the Bond movies for a long time". He felt that Bardem was one of the few actors up to the task of becoming "colourless" and existing within the world of the film as something more than a function of the plot. To play the part of Kincade, Mendes cast Albert Finney. The producers briefly considered approaching Sean Connery to play the role in a nod to the 50th anniversary of the film series, but elected not to as they felt Connery's presence would be seen as stunt casting and disengage audiences from the film.

Distributor: Sony Pictures Entertainment & MGM Estimated marketing budget: $75 million (49.5 million) 28 million donated by Heineken to the films budget Marketing of Skyfall was perhaps easier than Quantum of Solace, because this is the 3rd in the franchise featuring Craig as James Bond, but in a tough economic climate, the producers had a lot of product placement and investment from various sponsors, which enabled the film to be made.

What is the significance of these brands? You have 2 minutes to study the board and memorise as many as you can

List the brands

Who is the target audience for each of these products? How does the product link to the film? Can any be grouped together?

Bond gaming experience (new installment: Skyfall) Players use their Bond knowledge and quick wit to test their mettle.

James Bond has worn an Omega Seamaster wristwatch in every Bond film since Goldeneye. The worlds favourite secret agent is defined not only by his sense of adventure but by his sense of style. This 600 page book is a living history of all 23 films documenting time on and off set and featuring stories from the actors as well as the crew.

Who is the target audience for each of these products? How does the product link to the film? Can any be grouped together?

The history of Bollinger is the history of a family that has passionately defended its values and unique know-how since 1829.

In the year that marks the 50th anniversary of James Bond, the worlds first male fragrance dedicated to the British spy is born. The essence of a true icon.

From metallic and glitter finishes to jewel tones and jet black, these nail lacquers capture the films sophisticated and glamorous look.

Who is the target audience for each of these products? How does the product link to the film? Can any be grouped together?

Ocean Royale Aftershave

Coca-Colas is thrilled to have teamed up with Skyfall to help Unlock the 007 Inside You. We think theres a bit of James Bond inside us all. Coca-Cola Zero arms you ready for lifes every day missions.

Sony, trusted by James Bond. Sony is excited to continue its tradition as James Bonds electronics and mobile brand of choice. The Bond Phone is set to launch this fall.

DK have been working with Eon productions, MGM and Sony, to offer a chance to win a deluxe James Bond package, featuring a Globe-Trotter suitcase, a 22 DVD bond box set by 20th Century Fox, a pair of Swarovski cufflinks, 007 Legends for X Box...
Who is the target audience for each of these products? How does the product link to the film? Can any be grouped together?

Coke Zero

Coke Zero Zero 7

Daniel Craig brings his explosive portrayal of James Bond to a Heineken ad for the first time. Shot at Shepperton studios, this interactive campaign starts where the advert ends and invites the viewer onto a train journey through a spectacular vista of snowy mountains, where they will be put through their paces to crack the case and protect the train from ferocious villains. We pay homage to the Bond franchise with subtle nods towards previous films. We deliver our largest ever tourism campaign around the launch of Skyfall. Our promotion places Britain firmly as the home of Bond and have created a unique cinema advert which equates the qualities of Bond with those of Britain.

Who is the target audience for each of these products? How does the product link to the film? Can any be grouped together?

VisitBritain, the official tourism and destination partner of SKYFALL, has launched its first film tourism ad. The Bond is GREAT Britain ad is out in cinemas around the world reminding people that there is no better time for them to come to Britain and explore the home of James Bond.

VisitBritian