It is indisputable that this franchise and its main character have become a brand of spy fiction. The successful story about an agent with the right to kill was invented by a British author and naval intelligence officer Ian Flemming. In 1953, 4,728 copies of Casino Royale
were printed and sold out in less than a month. As well as two more prints made afterwards. The epidemic of bondomania swept the U.K. Fleming's American sales were poor and then soared, soon after John F. Kennedy named From Russia with Love
one of his favorite books.
007 promotes British respectability, relaxation, and sense of humour, though remains snobbish. For British people James Bond is a national treasure — he was rated fourth among British symbols after Elizabeth II, William Shakespeare, and Harry Potter at the beginning of the 21st century.
Bond as a brand had difficult times as well, despite the fact that the films have always remained afloat on the box office. The only real crisis was in the 1980s. It happened due to many coincided external factors, and also the leading actor Roger Moore was over fifty. It was necessary to revise the concept of the character that appeared during the Cold War era.
Many advertisers are fighting for the attention of film producers, and they successfully use it. Franchise also managed to present the first blockbuster in history to recoup the cost of producing a film long before the premiere. Die Another Day (2002)
, with a production budget of $ 139 million, received about $ 140 million from 20 different companies for product placement.