The next in this never-ending series of ‘Bond’ films set to take the world by storm - the follow up to ‘’The World Is Not Enough” - is ‘’Die Another Day’’. This film uses to two trailers to promote and present the characteristics and personality of James Bond, with the main intention to increase interest amongst the movie-going public, maybe attempting to relate to and appeal to those people not yet ‘hooked’ by the ‘Bond’ phenomena. These trailers employ varying techniques, styles and subject matter to try and relate to as many of this ‘target audience’ as possible, and bring across the infamous character of ‘James Bond’, using only a few minutes of moving image and sound.
The first of these two trailers, a testosterone-fuelled feast of action sequences and stunningly beautiful women, shows Bond to be the ‘immortal womanizer’ we all have come to know and love. In the opening sequence, the viewer is greeted by what appears at first glance to be the blue landscape of an inhospitable, barren, ‘unknown’ planet. As a result, the viewer is immediately curious and intrigued as it is impossible at this point in time to know what to happen next or for what purpose the trailer is for. First impressions seem to suggest elements of a mystery or extra-terrestrial based movie thriller, although as the scene unfolds it becomes quite clear what message trailer is trying to bring across.
As the camera moves in closer this surreal blue, hostile, ‘alien’ landscape transforms into a endless sea of awakening naked females, obviously implying now that the movie almost certainly will possess underlying sexual themes or ideas; typical of any previous ‘James Bond’ movie, and a character trait typically associated with ‘James Bond’.
The commentary to this opening scene also implies sexual connotation and themes throughout the movie. Such phrases as “When danger becomes a temptation”, “When every move brings you closer to the edge“, “There’s a surprise around every curve” give the viewer an indication into the character of ‘James Bond’, words such as ‘’temptation’’ and ‘’curve’’ being very ambiguous.
After the array of female flesh blurs the viewer is introduced to an ice gun, perhaps implying the climate or setting in which the movie will take place. This gun then fires a bullet and shatters, introducing us to the image of an exotic car speeding across a vast expanse of ice. As this happens, the infamous guitar riff starts playing, revealing to all what purpose the trailer serves. The height and distance the camera is positioned gives the viewer a sense of the speed of which this car is travelling, maybe giving also the impression that Bond is a character who is not afraid to put his own life on the line, or is not afraid to take risks. This point emphasized by the forthcoming fast paced action sequences and explosions from the movie, highlighting Bond’s sense of danger and need to live life ‘on the edge’.
As we reach the end of the trailer, we are shown the very familiar image of Bond walking in the sights of a gun, then turning to fire at the camera, or the apparent threat. As he fires we see ‘‘007’’ engraved in ice which shatters into many pieces, leaving a gun with the title of the movie, ‘’Die Another Day’’ written on the barrel. Smoke rising from the barrel is then blown away by what appears to be Bond’s ‘’side-kick’’ in the movie; another stunningly gorgeous woman. The smoke blown then turns to ice forming the release date on the screen, maybe highlighting the nature of Bond’s alliances with the opposite sex; cold, heartless and unfeeling, maybe even suggesting the power and dominance of women over Bond in this movie.
In the second trailer, the director has taken a different approach to try and bring across the character of Bond. Whereas in the first there was a commentary throughout the trailer, in this there is none. Instead, the character of Bond is portrayed with interwoven passages of speech and dialogue from key points in the movie.
In the first scene, we are greeted by the image of a woman, later to become known as ‘’Jinx”, emerging from the sea through what appears to be a telescope with the voice of Bond remarking “what a magnificent view”. This comment confirms to the audience that Bond is indefinitely a character with typical human qualities; as well as being the immortal womanizing ‘’superhero’’ that saves the world from evil as a way of life he, no matter how elevated he may seem to us all, still possesses that sense of humanistic normality.
We then see the two characters interacting at a bar on the beach, introducing themselves to one another and on a more subconscious level, the audience also. Also with the appearance of Bond; the instantly recognisable, well presented, formal character we have come to know, we immediately identify the genre and subject of the trailer. Bond introduces himself using the infamous line “My friends call me Bond, James Bond” to which Jinx responds, “Now there’s a mouthful!”. From this short dialogue between the two characters, we are not only introduced to the main characters of the movie, but also identify the chemistry between and flirtatious nature of these two characters.
After this opening scene, we are again given the chance to experience Bond’s apparent invincibility with a fast paced sequence of numerous action shots. As this sequence is coming to an end, a number of quotations from the movie are interwoven. “You are a rare challenge Mr. Bond” spoken by the recognisable megalomaniac villain the plot is founded around. This line giving the audience the idea that Bond is unique and very individual.
As in the first trailer, there is a huge amount of sexual innuendo and ambiguity. One example of this is a part scene involving Bond, Jinx and Miss Frost, another agent of the MI6 who is asked to keep a close eye on Bond throughout the movie. In this scene, Miss Frost playfully remarks to Jinx, “I gather James has been explaining his Big Bang theory”. Jinx comes back with an equally ambiguous, sexually provocative remark in “I think I got the thrust of it”. Not leaving the audience to wonder, we are then treated to a shot of Bond and Jinx making love, emphasizing the fact that James Bond loves to indulge in the pleasures one was created to enjoy.
After this scene, we are then introduced to the villains in the movie. We see the face of one with what appears to be diamonds implanted into one side of his face. The other asks him ‘’so what happened to you?’’, the reply being “Bond”. Here, not only are we introduced to the evil present in the film, but we are introduced also to the aftermath of a previous encounter with Bond; quite clearly he is a very dangerous, ruthless man.
Towards the end of the trailer, we see a very powerful image of Bond slouching easily behind a desk, holding a gun casually in one hand. He says “so you live to die another day”, incidentally the title of the movie, in a very relaxed, controlling tone. Here we get a sense of Bond’s ability to stay calm in very extreme situations, and it is apparent by the look on his face that he is completely relaxed and in complete control of everything that’s happening. This, again, emphasizing he is invincible.
Proceeding this to close the trailer, another fast sequence of action and gunfire from the movie ensues, giving the movie a climax before showing the release date and other information to sell the movie to the audience. Again, this sequence gives us as the audience an idea of Bond’s presence and his hunger for danger. He is a man who lives on the edge, and every second as if it is his last.
The themes and the portrayal of Bonds character are consistent in both trailers, showing Bond to be the immortal, invincible, overindulgent womanizer we have all come to know and love. With numerous fast-paced, adrenalin pumping action sequences, and the endless sexual innuendo and ambiguity, both trailers illustrate to us the character of Bond, and ensuring the legend of Bond is destined to continue for years and years to come.
