The document discusses marketing strategies for James Bond films and other action movies. It analyzes how Bond films target audiences in their 20s-40s, especially males, and use product placements. Other discussed marketing techniques include premiering in multiple cities, viral games to promote films like Bourne, and using trailers or actors to generate buzz. The document also outlines the genre of Bond films as action and the production company Eon Productions.
2. Target Audience
My target audience for the new James Bond movie would carry on from the previous audience and fans from the earlier movies.
The success of the movies has gathered many more followers from across the world, even though a new James Bond movie will
instantly be a topic of interest amount the public the movie still has to be at a excellent quality to attract the target audience. The
audience for these bond movies expect high end quality and new interesting plot lines, as this movie has been carried on for many
year it still has to reflect the traditional values but show case the new technologies of the new film making world. With this in
mind the primary audience is young males due to the amount of action which is included, even though this film is targeted at the
male population young girls are also interested in the movie as well as the 40-50 age range who grew up with the original Bond
movies of the 60's and 70's.
The target audience for the new film will over 18, many of the product placements of the previous films such as 1997's Tomorrow
Never Dies included Heineken Beer, with the drinking age in the UK being 18 it shows that the Producers and the Beer company
expect people in their 20s + to see the film and connect with the placements. Another incentive to have the target audience in
their 20’s and more so targeted at males due to the about of the product place Aston Martin is seen in many of the action scenes,
this shows how the car makers understand that the audience of the film will connect to the conation of the car being a spy car
which will attract the older males to buy the new range of car.
According to the Spokeswomen of Smirnoff, the company is no longer seeking the Bond audience, "We are really looking to
attract customers that are more in the 21 to 29 age group, People in that age group socialize more." The Bond audience, said the
Smirnoff rep, is men 25 to 45, and not into socializing, just into being cool. Bond's studio, MGM, insists that the Bond target
audience is men and women age 13 to 59, which means that those on the low end shouldn't be drinking anything at all.
3. Genre and Methods of Marketing of James Bond
Genre of James Bond
According to Guinness World Records, the James Bond films are the most profitable film series of all time. It is also the longest
continuing series of English language films. The James Bond series is considered the best in genre for Action, these films include
many typical action movie stereo types such as a the man A evil Villain is usually the course of the fighting in the movie which
courses the Hero to fight back with guns, explosives and frequent car chases resolve the feud between them in the storyline.
This is a typical storyline for all the James Bond movies , a this stereotype is very vague it allows the writers too expand into
other characters and the motives for the fighting, usually involving a typical ‘Bond Girl’.The action oriented, sophisticated and
skilful agent often have a set characteristics such as James Bond. In the many movies which have features the character James
Bond has shown him with a man of taste, liking fancy clothes, dry vodka martinis 'shaken, not stirred', hi-tech gadgets, and cars
(Aston Martin DB5, Lotus Esprit, and BMWs). He has also battled various types of eccentric, deadly and infamous criminals who
planned to assault the world.
Methods of Marketing
The James Bond movies have developed a key for marketing there films, with more and more of there movies planning to come
out there is a bigger hype for the next one, this constantly ads a bigger fan base for the release of the next movie resulting in
bigger box office success. The main method of marketing for the James Bond movies is linking the movie with a product, Bond
movies are especially popular with advertisers because of their appeal to the young and old. An example of this is during the
release of Casino Royal (2006) as the producers linked the movie with the new Aston Martin DBS. This allows the option for
extra print and TV advertising for the cinema release of the film, the producers can include in the contract that the film release
date and title has to be mentions in any adverting produced for the product. The method worked extremely well for Casino
Royal (2006) as people were excited to see the new model of the Aston Martin DBS, the wanted to see the new car in action
resulting them turning to the cinema to have a first look.
Opening Weekend: Casino Royal (2006)
$40,833,156 (USA) (19 November 2006) (3,434 Screens)
£13,370,969 (UK) (19 November 2006) (505 Screens)
€1,238,414 (Netherlands) (26 November 2006) (132 Screens)
PHP 26,214,062 (Philippines) (19 November 2006) (135 Screens)
4. Country of exhibition
The new James Bond movie is going to have three different Premieres, one in Lester Square, LA and France, Paris following in the
foot steps of the James Bond For Your Eyes Only (1981). I will make sure that all the main cast and crew attend all the premiere to
maximise attention and marketing for the film. These film will also be shown in all cinemas due to the popularity of the previous
movies, maximising profit. To show the UK heritage of the movie I realise the movie 2 weeks before world wide realise in the UK
allowing the UK citizens to feel their importance to the success of all the other Bond Movie. This will also boost hype about the
movie before the realise in the US to maximise first weekend taking at the Box Office.
In 1964 Goldfinger made a worldwide gross of $124,900,000 which is a increase of the gross from Dr. No (1963) which made
$59,567,035. The big increase of the success from Goldfinger was the result of overseas press, Goldfinger was released in 17
different countries in the duration of 6 years, the movie was also premiere in New York, Paris, LA and London.
James Bond Premiere for Quantum of Solace Roger Moore promoting the James Bond film For Your
(2008) London Odeon Lester Square. Eyes Only in Paris, France (1981).
5. Production Companies
EON Productions is the main film production company known for producing the James Bond film series, the company operates
from Pinewood Studios UK. This production company has proven that it is a perfect suit to produce the Bond movies due to huge
success the that have achieved. For my new Bond movie I would choose this production company to help me create this movie,
it understands the marketing techniques which suits these movies as well as the type of strategies which could help create an
even bigger buzz for the up coming movie. The company has produced all the Bond movies and has also produced other big
success includes Call Me Bwana (1963) . The companies role as a film production company to manage the running of the movie
including hiring, financing, marketing , equipment and the organising of the daily filming of the movie.
EON Production Company – filmography
Quantum of Solace (2008) Production Company (as Albert R. Broccoli's Eon Productions)
Casino Royale (2006) Production Company (as Albert R. Broccoli's Eon Productions Limited)
Die Another Day (2002) Production Company (presents) (as Albert R. Brocolli's Eon Productions Limited)
The World Is Not Enough (1999) Production Company (presents) (as Albert R. Broccoli's Eon Productions Limited)
Tomorrow Never Dies (1997) Production Company (presents) (as Albert R. Broccoli's Eon Productions Limited)
GoldenEye (1995) Production Company (made by)
Licence to Kill (1989) Production Company
The Living Daylights (1987) Production Company
A View to a Kill (1985) Production Company
Octopussy (1983) Production Company (as Eon Productions Ltd.)
For Your Eyes Only (1981) Production Company (made by) (as Eon Productions Ltd.)
The Spy Who Loved Me (1977) Production Company
The Man with the Golden Gun (1974) Production Company
Live and Let Die (1973) Production Company (as Eon Productions Limited)
Diamonds Are Forever (1971) Production Company (made by) (as Eon Productions Limited)
On Her Majesty's Secret Service (1969) Production Company
You Only Live Twice (1967) Production Company (as An Eon Production)
Thunderball (1965) Production Company (as An Eon Production)
Goldfinger (1964) Production Company (as An Eon Production)
Dr. No (1962) Production Company
6. Genre and Methods of Marketing of 5 Other Films
These 5 film are in the same genre as the James Bond movies, this genre include action/ adventure. I will explain their marketing
strategies and how it could be helpful in the marketing for the new James Bond Movie.
1. Warrior (2011)
This movie share the same action genre as the James Bond movies, even though it is not a spy based movie it still creates the same
suspense and thrill which you get when you are watching the James Bond movies. This advertising strategies was aimed at the
middle age working man, as the name of the movie is the same as the Mitsubishi Warrior Truck they made a advertising connection
with the car manufacture so when you test drive the car you get a chance to enter in a competition to win tickets to the premier of
the movie in London . Even if the person does not win it raises awareness of the movie and create a vibe about the feeling of the
film due to the connection with the truck. This is a good idea to connect a movie with a make of car which represents the film as
with many movie targeted at men they feel that if they can buy the car which is associated with their favourite character they can
feel they carry the same characteristics such as James Bond.
2. The Bourne Ultimatum (2007)
This movie share many similarities of the James Bond movies at it shares the genres of action/adventure and it is also about a spy.
This movie was advertised thought a viral campaign , Google and Universal created a online game “inspired by the ‘Bourne’ films” in
which players take on the role of a CIA operative tracking Jason Bourne across the planet. Google also arranged to get a screenshot
of a Google results page during a scene in the film. Google helped to promote the film through the game due to a extra product
surrounding the story of the film, the game was realised a few month before the movie was released helping in a box office total of
£227.2M. This strategy would work for any action movie which was soon to be released, but this would only work if the was a saga
to help the buzz of the game release.
7. 3. Safe House (2012)
This movie shares the same genre of action with the James Bond movies. This movie used its cast as the advertising strategy for
this movie, with a cast of Denzel Washington and Ryan Reynolds the movie was well herd of by the time of its release. Denzel
advertised this movies by appearing on many chat showing including the UK Jonathan Ross show and the US David Letterman
show. In these interviews Denzel hypes up the movie by taking about the stunts he performed and about the preparation he had to
do to get himself ready for playing such a in depth character. He also talks about working with American heart throb Ryan Reynolds
and how the movie will attract many different people to cinema. This advertising technique is used allot in many Hollywood
blockbusters due to the fan base the actors bring with them, counting in a large profit at the box office.
4. The Hunger Games(2012)
This movie includes the genre of action/ drama similar to the James Bond films. This movie has a strong advertising strategy due
to the amount of buzz which surrounds it because of the success of the Hunger games books. The movie trailer is one of the
centre points to the film due to the amount of gripping action which is shown in it, they use this to their advantage to advertising it
on TV. When The Hunger Games trailer was released on UK TV it was cut up into 2 second clips, jumping between different
adverts to attach the viewers, making them wonder what the movie was about. This is a very good was to get a movie noticed in
today society as so many different techniques have been used before, the trailer clips let the audience deep into the world of the
film and leave them wanting more, this is when they visit the cinema.
5. Contagion(2011)
Contagion is a drama/thriller movie, this movie had a unit marketing strategy which made many residents of Toronto start talking
about it. Warner Brothers used two storefront billboards for the movie using live bacteria, fungi and mould. The media promotion
team hired 25 microbiologists and immunologists to test which bacteria would work best for the sign. The boards were hand
stencilled and the bacteria brushed on spelling out the movie's name. When the ads first went up, the name of the film was hardly
visible, but as time went on the name of the movie started to appear. This is an amazing example of a unique advertising strategy,
it helped spread the word of the movie as it was such a mystery about what the signs were advertising.
