David Deal: Why Bond Is Eternal
'Skyfall' has generated strong buzz through a masterful mix of PR and marketing that capitalizes on 2012 being Bond's 50th anniversary on film.
James Bond is back. And he brought his brand with him. Skyfall, the twenty third film in the 007 movie franchise, landed November 9 in movie theaters across the United States after earning £50 million in 10 days in the United Kingdom (a U.K. record). In fact, Skyfall, the third Bond to feature Daniel Craig, began conquering audiences long before the movie opened. Skyfall has generated strong buzz through a masterful mix of PR and marketing that capitalizes on 2012 being Bond’s 50th anniversary on film. By celebrating both 007’s past and his future, Eon Productions, which has reaped $4.9 billion from the Bond movie franchise, has positioned Bond as a brand with timeless appeal.