BMW's MGM promotion deal puts 007 in Z8 driver's seat

Friedman, Wayne; Halliday, Jean
March 1999
Advertising Age;3/1/1999, Vol. 70 Issue 9, p8
Trade Publication
This article reports on a promotion deal signed by BMW AG with Metro-Goldwyn-Mayer for the James Bond film The World Is Not Enough as of March 1999. The tie-in will pave way for BMW's latest sports car, the Z8. Bond/BMW promotions previously included sweepstakes, European vacations, licensed merchandise and BMW cars as prizes. Executives said BMW will spend some $ 20 million in media worldwide on the promotion, with $ 8 million of that in the U.S. However, some critics said the movie studios were going too far to achieve commercial goals. Many A-list actors fear their film being involved in consumer product promotions for just this reason, and forbid studios to use their image in any other way.


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