NOBODY does it better

Mark Powell

The James Bond movies are the longest-running, highest grossing film series in history. Current turnover stands at over $6 billion. In fact, the combined earnings of Star Wars and Star Trek series and the most successful single film ever, Gone with the Wind, still fall $750 million short of Bond at the box office.

Bond is also the most profitable film series ever. The special effects may cost much more these days, but the films still enjoy 30% profit margins, not including merchandising. Even Stephen Spielberg’s blockbusters ET, Jurassic Park and the Indiana Jones trilogy can’t compete.

Bond appeal on men and women, adults and children alike. From Russia with Love was one of President Kennedy’s top ten favourite books, but James Bond is no longer just a Hollywood hero; he’s a bestselling brand. Although the actor playing Bond has changed several times over the last forty years, and although there are no Ian Fleming novels on which to base the films, the series goes on and on.

The film business is risky - seven out of ten movies lose money. But brand awareness of Bond is so strong that even people who don’t like films instantly recognise the Bond music, fast cars and glamorous women. They know that James takes his vodka Martini “shaken not stirred”.

And then there is Bond himself - certainly the key factor in 007’s commercial success. With so much money at stake, the choice of a new Bond always makes front-page news. Not everyone agreed in 1962 with the decision to choose a virtually unknown Sean Connery as James Bond, and Connery was only paid $7000 for Dr No, but it was perhaps one of he best recruitment decisions ever made. And the rest, as they say, is history.

POWEL, Mark. In Company Intermediate. Macmillan.