The James Bond film franchise consists of primarilyaction-thriller films, and Skyfall will be no exception.The movie is set to feature the combination of high-octane action and riveting espionage that hasbecome a staple of the Bond franchise.Films of the action genre are often marketed in amanner specific to their targeted demographics. Forexample, a trailer for Skyfall would showcase theaction and the heroism of the main character aboveall else. A trailer for Johnny English, on the otherhand, would play up the comedy aspects of the maincharacter instead. 3
Skyfall belongs to the mixed genre of action-thriller.This genre is also home to such films as Ocean’sEleven, Inception and Tinker Tailor Soldier Spy. Ichose to compare Skyfall to these three films as theyhave all been released to cinemas within the past 10years, making the similarities and differencesbetween them easier to analyse. The methods ofproduction and marketing the aforementioned filmshave shared many similarities with Skyfall. They werealso known for their unique advertising campaigns,as will be detailed in a later slide. 4
The target audience for Skyfall consists of matureviewers from the ages of 18 to 24. It is marketedtowards viewers of these ages because both thefranchise and the genre are known to be moreappealing to young adults.Skyfall carries on from the previous two Bond films,Casino Royale and Quantum of Solace, which werenoticeably more action-oriented. Due to this, viewersdo not necessarily have to be fond of the James Bondfranchise or even have seen any of the previous filmsfor this film to appeal to them. 5
Skyfall is being produced by the London-based filmcompany Eon Productions in conjunction with theholding company Danjaq LLC. Eon is renowned forproducing the entire James Bond film series andDanjaq is responsible for the copyright andtrademarks on the material in James Bond films.The film will be distributed between media giantMetro-Goldwyn-Mayer, Inc and Sony subsidiaryColumbia Pictures. The two companies are known fortheir involvement in the James Bond franchise as theprimary distributors of almost every film since thefranchise’s debut in 1962. 6
Skyfall is a production based in the UK. EonProductions, the studio responsible for the film, islocated in London. Shooting for the film also beganin and around London. The later stages ofproduction took place in Turkey, where the shootingis currently on-going.Skyfall is due to be released later this year inapproximately eighty countries. The UK will be oneof the first countries to release the film in cinemasduring October. It will be released to the rest ofEurope and the US shortly after. The film is expectedto be an international blockbuster. 7
The most notable method of marketing Skyfall, andJames Bond films in general, has been through theuse of product placement. The titular character is tobe seen drinking Heineken beer in at least one sceneof the latest film. The beer brand has been tied-inwith the Bond film franchise for fifteen years.The official James Bond Twitter feed posted a photofrom production on the Friday of every week shortlyafter filming began in January. There is also a videogame in the works to celebrate the fiftiethanniversary of the film franchise that will cover sixBond films from history, concluding with Skyfall. 8
Ocean’s Eleven (2002) – Vauxhall released an advert fortheir new model of Astra the style of Ocean’s Eleven topromote both the film and the car.Inception (2010) – The official website gradually changedduring the months following the film’s release, revealingnew material related to the film, such as posters, trailersand even a game.Tinker Tailor Soldier Spy (2011) – A ‘guerrilla’ marketingcampaign was initiated, in which four employees dressedup as 1970’s-era secret agents placed top-secretdocuments in various public places around London. 9
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.