After five years of putting 007 in BMWs, Los Angeles-based MGM last week inked a deal with Detroit-based Ford Motor Co.’s U.K. arm to reunite Bond with Aston Martin. Terms were not disclosed.
The 20th film in the Bond series hits theatres November 2002, and will feature star Pierce Brosnan driving Aston Martin’s new V12 Vanquish sports car. The car maker is already working on marketing programs to leverage the product placement, including media-supported sweepstakes and dealership activity, says MGM senior vp-worldwide promotions Mary Goss Robino.
Aston Martin, which was first featured in 1964’s “Goldfinger,” will use the deal to “run a host of activities,” says Ian Minards, chief program engineer. “We’re a small organization. We want to grow the brand in order to increase volume,” says Minards. (The V12, which retails for $228,000, is actually sold out through 2003.)
MGM declined to comment on the split between Bond and BMW, which tied into three straight films and reportedly still has first-refusal rights. (Woodcliff Lake, NJ-based BMW was unavailable for comment.) The studio will announce other partners next year in what will be the series’ 40th anniversary, says Goss Robino.
