007 deal nets MTV licence to sell

MTV has announced an exclusive multi-million-dollar promotional deal with MGM for the new 007 movie The World is not Enough.

MTV has announced an exclusive multi-million-dollar promotional

deal with MGM for the new 007 movie The World is not Enough.

The music station is to support the film's release in November with over

100 hours of Bond-related programming and special promotions. It also

expects a surge of interest from advertisers wanting to be linked with

the Bond image.

MTV describes the deal with film company MGM as 'the largest movie

marketing partnership in history' to target a youth audience. The

programming will run across MTV's global networks.

Michael Garreffa, entertainment business director at MTV Networks

Europe, said: 'MGM wanted to market the film worldwide and make it

relevant to young adults. MTV is the only truly international network

targeting a youth audience. In fact, it's the perfect partnership

between two global brands: MTV and Bond.'

The deal will kick off at the MTV Europe Music Awards on 11 November,

when a viewer will win the BMW Z8 roadster featured in the film. Pierce

Brosnan and Bond girl Denise Richards will appear at the event.

Garreffa said the event always attracted 'tons of advertisers' and

expected the Bond element to give it even more cachet.

Later promotions will include a special edition of the station's Making

the Video show, featuring rock band Garbage creating the video for the

film's theme tune.

MTV's vice-president, marketing and global branding, Sarah Beatty, said

it was the first time the broadcaster's channels had collaborated 'on

such a grand scale'. She added that she hoped it was the first of many

such deals, saying MTV was able to develop customised programming and

promotions that could 'resonate with young adults around the world and

fulfil the needs of a global partner'.

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