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'.