How much time do the luckiest of us need to earn one million dollar? In contemporary society of consumers, those who can make it in month are ranked almost as high as living superheroes. In some cases one can win the prize even faster. This week Daniel Craig (as reported by some media) earned seven digits sum during seven minutes, just presenting Land Rover car to the audience of NY motor show. It could be eight minutes or may be six, but it is 007 agent and seven minutes are what is good for rhyme here.
Land Rover was one of the inclusions of promo line in recent 007 movie, the Skyfall. Classical all road car appears as early as on the third minute, enough time before Adele starts to sing the song. It acts important role helping Bond and Moneypenny to chase villian. After another models of Land Rover will appear in London, one of them will carry 007 agent to new MI6 headquaters.
Million craig was payed made his considerable Bond fortune even bigger. For the recent movie Daniel Craig was paid record breaking $17m amount, before it was Pierce Brosnan who was on the position of top-earning James Bond actor with $16.5m for part in Die Another Day. Undoubtedly, in 2002 estimation 16.5 is still much more than 17 in 2012. But after Skyfall became billion BO movie Daniel Craig may really establish new all time financial record for Bond movie with his salary for bond movie number 24, which is planned by studio to be released in 2016.
This example can provoke other stars and companies to promote their autonative products this way. May be Batman and Catwoman will present Lamborghini Aventador (which they road in recent Batman film), to the audience somewhere at Geneva or Tokyo motor show. But it is also true that big money are payed only for promoting something more like mass production, like Pepsi cola. Only when production is planned for billions there can be million spend for the single action, simple rule of marketing. And advertise Lamborghini is as stupid as to try convincing someone that Angelina Jolie is a beautiful woman. So it should be something more available for farmers and burgers... like Volkswagen Polo, for example.
Just imagine a scene from next Batman movie. Bruce Wayne enters to the cave in search for new gadgets and vehicles, produced by secret department of Wayne enterprises. Everything in the darkness. Then, suddenly, lights blow the emptiness, smog covers gloor and sound of fanfare fullfills the silence. Lucius Fox appeares with triumphant smile on his face in front of shining (even in the cave) new VW Polo, upgraded with superb devices.
'I named it the Bat Polo. - Says Lucius - And yes, mr Wayne, it goes in black.'
this is exactly the way how Bond and his ladies started to use less fancy cars than Aston Martin. You can't earn a lot promoting Aston. But if it will be Ford Focus sweepingly appearing in the frame, driven by james bond on the road somewhere on Bahamas or VW Beetle driven by Olga Kurylenko, that makes difference.
Another, but rare method, is when cars manufacturer promotes trademark with its supercar, but this supercar is somehow also represents other, more mass production models. Audi (company under umbrella of Volkswagen) promotd its name with help of R8 model present in Iron Man II movie. In a scene where Tony meets marshall (portrayed by Kate Mara) model was presented with underlining. Tony and Happy slowly approach it playing with words about looks of the car and pretty miss Mara.
That will be fan if case with Bond promoting car Land Rover will change marketing ways of motor industry. Bosses may decide to organize new event, kind of Hollywood motor show, where cars will be presented by movie stars. Iron Man presents Audi, Twilight cast present Chevy pickups etc. So as 'anthem' of one famous german car manufacturer begins with line saying 'Oh, Lord, won't you buy me a Mercedes Benz?' it can be Morgan Freeman or Jim Carry (or both) wearing white cloth, promoting A- or B-class vehicles.
That would be fun. What is not fun is that to sell is more important even than to entertain and may be than anything else today.
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