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It's Going to Be a Bond Christmas

28 Jul, 2003 By: Kurt Indvik

You only live once, and you'll only have a limited time to get all 20 of the James Bond films together in three special edition gift sets available Nov. 18 from MGM Home Entertainment.

MGM introduced Volume 1 of the gift sets last October. Vol. 1 is being repromoted and released together with Vols. 2 and 3 Nov. 18 (prebook Oct. 21). The sets are priced at $124.96 each. All the included titles (see list below) get the full-features treatment, with commentaries, documentaries, featurettes, music videos, TV and radio spots, trailers, storyboards, and other material. All James Bond titles, except Die Another Day, are scheduled to go on moratorium Jan. 19, 2004, for an indefinite period, according to MGM.

Originally, MGM had planned on only releasing Vol. 2 this year, but the response to Vol. 1 was impressive enough to prompt the company to create a major Bond package for the holiday season.

“Volume 1 was timed around the release of Die Another Day, and it had huge awareness and was a tremendous success,” said Amy Zwagerman, director of library marketing for MGM. “The feedback was so great, we decided to bring the fans all three volumes and capitalize on the holiday shopping season.”

Each gift set is set up to “cross the years and cross the stars” of the Bond franchise, Zwagerman said, so the titles reflect both the early Bond films starring Sean Connery and later editions featuring other Bonds, including Roger Moore, George Lazenby, Timothy Dalton and Pierce Brosnan.

The Bond gift sets will be supported by a multimillion-dollar marketing campaign that includes national TV advertising during primetime programs and major sporting events, as well as a national print campaign in general-interest and lifestyle publications, and radio promotion in the top 20 markets.

MGM will be working closely with Electronic Arts in the fourth quarter, when EA introduces the Bond-themed Everything or Nothing video game, so that the two companies can effectively coordinate their marketing campaigns to generate maximum buzz, Zwagerman said. Also in the works is a Bond movie marathon on cable timed around the retail window of the gift sets.

James Bond Gift Set Titles

    Volume 1
    Dr. No
    License to Kill
    Man With the Golden Gun
    The Spy Who Loved Me
    Tomorrow Never Dies

    Volume 2
    From Russia With Love
    You Only Live Twice
    Diamonds Are Forever
    For Your Eyes Only
    The Living Daylights
    The World Is Not Enough

    Volume 3
    On Her Majesty's Secret Service
    Die Another Day
    Live and Let Die
    A View to a Kill

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