Bond’s publicity parade sweeps into town

HAVING taken in nine cities around the world, from London to Madrid in just over a fortnight and endured a seemingly interminable number of photo and media opportunities, James Bond actor Daniel Craig could be forgiven for being a little shaken, if not quite stirred, by the time he walks the red carpet in Sydney on Friday night.

Sydney is the final stop in a gruelling promotional campaign for the cast of the latest Bond film Skyfall.

With so much riding on the commercial success of the film, the cast has been contractually obliged to undertake an exhausting international travelling sideshow, led by Craig, which began in London on October 23 with a world premiere attended by the royal family.

By the time they have reached Sydney, the actors will have clocked up about 20,000 kilometres each – jetting around aboard private jets with stylists, hairdressers, make-up artists and publicists preparing for each premiere with military-like precision.

But not even Bond could beat nature. Craig had to pull out of New York because of superstorm Sandy which meant he was unable to attend the premiere there on November 5.

Instead he sent a video message in which he told New Yorkers: ”I know it’s Monday night but I beg you, please, get drunk.”

In true secret service fashion, the cast’s movements in Sydney are classified information. But Craig, along with Bond girls Berenice Marlohe and Naomie Harris have been scheduled for media interviews on Friday before the premiere at the State Theatre.

This week, flags featuring the actor in character were hung around the city’s streets while local outposts of the film’s multinational corporate marketing partners are planning an array of events across the city. They include the champagne house Bollinger, Bond’s bubbly of choice, which is hosting a pre-premiere soiree on Friday.

It is estimated that product placement deals are worth about $45 million, about a third of the film’s budget.

Billboards promoting watchmaker Omega’s titanium Seamaster Planet Ocean model, which Bond wears in the film, have sprung up and ads for Heineken, featuring Craig in his character, have started to saturate network television.

And just in time for Christmas stockings, a range of 007 fragrances is about to go on sale in department stores.

The original release of this article first appeared on the website of Hangzhou Night Net.

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