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James Bond Ads Hit Global Market

November 24, 1997

NEW YORK (AP) _ The Bond market is stronger than ever.

The new James Bond film, ``Tomorrow Never Dies,″ doesn’t get into theaters until Dec. 19, but 007 and company are turning up the marketing campaign like never before.

MGM/UA lined up a $100 million global marketing campaign for the movie, Entertainment Weekly reported in its Nov. 28 edition.

Jumping on the Bond bandwagon are companies like Smirnoff, Visa and Heineken. Some of the sponsors are in the movie _ for example, Pierce Brosnan’s Bond uses an Ericsson cell phone to remote control a BMW.

There were no attempts to force a product into the film, said Karen Sortito, MGM executive vice president of worldwide promotions. And she said the company didn’t go looking for typical kid-friendly sponsors.

``Bond is about romance, sex and vodka,″ she said. ``How does that work with fast food?″

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