The trailers to the bond films are quick and snappy using lots of special effects with dramatic voice over and the ever lasting James bond theme tune. The trailers are probably the most important advertising aspect, they are most likely to be shown before other films of the same genre so as to appeal to the intended audience although they are shown on television and can also be viewed on the internet. The trailers usually consist of a series if very quick dramatic shots such as a bullet transforming into a bond car sliding across the ice (Die Another Day.) So although a lot happens and lots of special effects are used it is only a second or two long.
As well as just being full of special effects the trailers voice over help the climax. The trailers for die another day starts with a deep monotone and calm voice whilst the shots are moving slowly over silhouettes of clouds but as the voice over ends the fast theme music picks up the shots suddenly become much faster and dramatic, together these aspects make a brilliant trailer for the movie, giving a glimpse of the characters (mainly bond) and the plot without giving much away. A quaint taster for the eagerly awaited Bond film. Bond films are also advertised through posters although these do not have the same effect and aren’t as emphasized as the trailers they help add to the anticipation.
It is usually extremely easy to recognise the bond brand. Firstly they have the 007 logo, and then as soon as you a James bond character i.e. Pierce Brosnan because it is bond films are so big you automatically relate him to James bond, less obvious but still relevant are things like the Bond car either a previous one or the new one and even things as simple as silhouettes of women or guns, these brands are recognised because of the millions of pounds spent on advertising the films, the identity of the new James bond car is almost more anticipated than that of the actors, so much now that the cars have become part of the bond brand.
James bond is a very charming, very masculine, stereotypical spy figure; he is a role model for many young children and even not so young ones. The James bond narratives work a lot on opposite the basic good verses bad scenario, bond is the goodie fighting new evil characters in each film in addition men’s difficult relationship with women is also played out, many of the films follow this Levi Strauss narrative. The ‘baddies’ in the bond films are very exaggerated versions of evil just as the bond character is of good, both characters are quite cheesy but thorough good effects, make up etc its all pulled off brilliantly, as well as just being exaggerated characters the evil ones also have simple and unrealistic names such as ‘jaws’ the baddies are usually out to exploit international politics they are power hungry, selfish and arrogant.
Part of the expectations of the audience is to see the new bond gadget and so they play an important role in the films. Some memorable ones are a hydro boat capable of operating in 3 inches of water, (the world is not enough) which is quite recent, a cigarette with a rocket powered dart in it, is a more subtle gadget which originates from the film ‘you only live twice.’
Even more important than the gadgets and almost more important than the actors are the cars. The latest film die another day had a perfect example of synergy between institutions init; it had the Aston martin vanquish as well as the Jaguar XKR. The appearance of these cars in theses films has been known to triple the sales of cars as well as labelling cars as company’s finest achievements. As well as Famous and popular cars the actors are important to bring in an audience and this is where holly woods use of the star system comes in, they use top names like pierce Brosnan and Hale Berry. having top actors like this can mean to the public its going to be a film worth viewing just fro the actors plus it can just mean it looks good plus its got good actors in it. The bond character can usually expect a few years work out of the films unlike the girls who rarely appear again in a bond film.
Hollywood films are very expensive to make and so if they flop in the box office it can cost millions. Luckily the bond films through their mixture of special effects, actors, gadgets and cars are never a flop and appeal to millions of people around the world.
