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| Author | DCM |
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Advertising space around the opening week of Bond film Quantum of Solace sold out an incredible 20 weeks in advance. Proving the iconic secret agent can still charm his way to the top, advertisers snapped up space through Digital Cinema Media around the release’s first week further in advance than any other film in history.
The opening week of Quantum of Solace was booked up by a plethora of well-known brands by the start of July 2008, just beating the rush that Sex and the City generated amongst advertisers. Other films that have had a similar effect are the Harry Potter films and the Bridget Jones series.
Quantum of Solace is expected to reach a box office of at least £40 million and hit 8.6 million admissions over the first 6 weeks alone. Advertisers who are taking full advantage of the Bond effect include:
Sony Ericsson C902 Exclusive Bond Edition Creative Agency: McCann Erikson Media Agency: Mediaedge:cia
Sony Ericsson is targeting 007 fans with a six figure cinema campaign for their new Bond handset – the Titanium C902 Cybershot, which will run from October 31st to November 27th. Highlighting Sony Ericsson’s association with Quantum of Solace and targeting 15-34 year old males, the campaign will encourage consumer interaction with the brand. Foyer promotions including demonstrations of the phone and Bluetooth activity, allowing cinemagoers to download Sony/Bond content, will accompany the 30 second on-screen advertisement.
Range Rover Creative Agency: Rainey Kelly Media Agency: Mindshare
Another brand maximising the appeal of the latest Bond is Range Rover. It has consistently been targeting upmarket men through its association with other films this year, including Indiana Jones and the Kingdom of the Crystal Skull, The Dark Knight and Hancock.
Alfa Romeo Mito (Fiat Group Automobiles UK) Creative Agency: Emery McLaven Orr Media Agency: Mediaedge;cia
Bond is too big an opportunity to miss for the new Alfa Romeo Mito. Although the car does not launch until January 2009, an initial burst of cinema advertising will begin on October 31st to capitalise on the fantastic reach of Quantum of Solace. Running for 4 weeks and targeting 18-34 year old men, the campaign will also highlight the brand’s appearance in one of the Bond sequences, which features an Alfa 159TI.
Clarkson Thriller DVD release (2entertain) Creative Agency: In-house Media Agency: Mediacom
With fast cars and gadgets in common, Jeremy Clarkson and James Bond are another ideal match. Targeting a mass market male audience with a Bond themed creative, 2entertain will be running an on-screen campaign starting October 31st and running till November 17th. Marking the first time that 2entertain has used cinema to promote a Jeremy Clarkson title, it will work in tandem with a Sun newspaper promotion at Top Gear Live to give away a Clarkson Porsche.
Digital Cinema Media’s Sales Director Gemma Atkinson commented, “The immense pull of Bond and its continued success after 21 films demonstrates cinema’s unique ability to draw in audiences and engage with consumers. The last Bond movie blew the public away, and advertisers are fully aware of the value of this association and the frenzy Quantum of Solace is going to generate.“