European electronics firm Philips will link up with MGM Pictures and EON Productions to promote its brand in the new James Bond film, Die Another Day. Philips is remaining secretive amount its role in the spy adventure, but it is expected that Bond will be using a Philips mobile phone.
While product placements in big films can be effective, Bond now changes his phone as often as his women. A gadget-laden Ericsson handset was used to thrill audiences in ‘Tomorrow Never Dies’. While the Ericsson brand received good exposure in the film, the company failed to capitalize on the opportunity by releasing a handset in the same design.
James Bond is a film icon with a strong image. The film, due to be released in December 2002, is almost guaranteed to attract huge audiences worldwide. Philips will be hoping this will transform into strong sales for its handsets.