Movies: For Your Wallet Only

The 20th Bond film will ride into the record books on one of the biggest promo bandwagons ever. Agent 007's business partners are spending an estimated $120 million on tie-in advertising, and millions more have already been invested in products and services for the making of the film itself. Maybe they should have called it Buy Another Day.

The Bond franchise is one of the pioneers of product placement. "Bond has always been a brand-aware character," says David Wilson, EON's vice president of global business strategy. Dr. No "placed" Pan Am, Red Stripe and Smirnoff. But Die Another Day sets a...

Want the full story?

Subscribe Now


Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!