The wait for the 24th James Bond movie franchise is over. 'Spectre', which opens in London today, promises to be a spectactular offering with more product placement than any other film. One marketing expert puts it down to the film's longevity and Bond's ability to appeal to such a wide audience.
Bond is back. Spectre is the 24th movie in a franchise which is the longest and largest in the world. Fifty three years of Bond movies have generated almost $17 billion. And this latest one is expected to smash box office records again, with estimated takings of $80 million in the first few weeks. The last movie 'Skyfall' still holds the record - it raked in $1.1 billion at the box office. That should please the companies whose products feature in the new movie. Heineken, Sony, Tom Ford and of course the iconic Aston Martin are among at least a dozen. London School of Marketing's Jacques de Cock. (SOUNDBITE) (English) JACQUES DE COCK, FACULTY MEMBER, LONDON SCHOOL OF MARKETING, SAYING: "Bond himself is a bad boy with style, is tech savvy and has morals, so anyone can see parts of what they want. The techno nerd likes it, the women like it, the bad boys like it, the older generation likes it so it has a bit of everything." "Spectre" marks Craig's fourth outing as the British secret agent - he was reportedly paid $38 million. It was director Sam Mendes' second movie. He wouldn't say if it was his last. (SOUNDBITE) (English) DIRECTOR, SAM MENDES, SAYING: "If there's a story to tell, you know worth telling then maybe it's worth doing but right now I can't imagine where else he [James Bond] could go." Spectre's product placement deals and marketing tie-ins could, according to some reports, be worth as much as 230 million dollars. That's far more than the estimated 45 million dollars made in Skyfall But possibly less than the film's production costs. According to Forbes, Spectre has cost around $350 million dollars and is a serious contender for the most expensive movie ever made.