Selling James Bond: why No Time to Die is a product placement dream

The trailer is not only a shopfront for the film but also for some of the world’s priciest brands

The official trailer for the new Bond film, No Time to Die, was released only on Wednesday but has already been viewed tens of millions of times, which is an efficient sales job for a film its producers hope will make at least $1bn.

Appetites have been whetted and nerves calmed in the run-up to the film’s release in April after a bumpy production. The budget for the movie – Daniel Craig’s last in the lead role – is estimated to have exceeded $250m (£190m), having rocketed after the departure of the director Danny Boyle in August 2018, who left at the 11th-hour citing “creative differences”.

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