No Time to Die: Industry Analysis (WJEC Eduqas GCSE Media Studies): Revision Note

Production of No Time to Die

• The budget of No Time to Die was an estimated $250–301 million, making it the most expensive Bond film to date

• The film has grossed over $774 million worldwide at the box office

Film exhibition

• No Time to Die was released in IMAX, following the success of Skyfall, the first Bond film to use IMAX

• The IMAX release generated approximately $10.9 million in ticket sales

• The film was officially released on 30 September 2021

• The Bond franchise has an established global fan base, helping it achieve mass international reach

• The film is a US/UK co-production and received global distribution across cinemas, DVD/Blu-ray, and streaming/VOD platforms

• No Time to Die is available to stream on Amazon Prime, alongside other James Bond films

Marketing of No Time to Die

• Marketing of Bond films plays a huge role in their success and revenue

• The strategies are in two categories:

  • Traditional marketing

  • Modern marketing

Traditional marketing

• The film used:

  • Posters

  • Trailers

  • Newspaper adverts

  • Bus adverts

• The official poster was created by Empire Design, a British film marketing company

• The first teaser poster was released on James Bond Day (5 October 2019)

  • This was part of the global marketing campaign

• Trailers were shown on TV, in cinemas, on YouTube and on official websites

• The main trailer follows the action-spy genre conventions by showing key scenes

  • Teaser trailers create mystery (enigma)

• Several different posters were produced including:

  • Character posters

  • Teaser posters

Modern marketing

• Modern marketing used:

  • Social media

  • Websites

  • Competitions

  • Brand tie-ins

• Partnerships with brands like Nokia, Triumph, Omega and Aston Martin created synergy by promoting both the film and the products

• Behind the scenes videos and vlogs were released on YouTube and the official website

• Billie Eilish's theme song helped to promote the film by reaching number one in the music charts

• The official website included information about:

  • The franchise

  • Upcoming releases

  • Merchandise

  • Social media links

• The website helps both new and existing fans engage with the Bond franchise across different platforms

Company involvement

• The James Bond films are produced by EON Productions, a British company based in London

  • No Time To Die was the first Bond film distributed by Universal Pictures after Sony’s contract ended in 2015.

• Universal Pictures handled:

  • Worldwide DVD

  • Blu-ray releases

• MGM’s United Artists Releasing controlled

  • North American distribution

  • Global digital/TV rights

• Billie Eilish performed the theme song, released through Universal’s Interscope Records

  • This showed star appeal and cross-media promotion.

• The film uses brand partnerships with companies like Nokia, Triumph, and Omega to help fund and market the film

• In 2022, Amazon bought MGM, giving it streaming rights to the full James Bond film catalogue on Amazon Prime

Film regulation

• The BBFC (British Board of Film Classification) controls film ratings in the UK

  • It is very strict compared to many other countries

• A 12A rating means under-12s can watch in cinemas only if they are with an adult

  • A 12 rating means under-12s cannot buy or rent the film

• James Bond films aim for a 12/12A rating to reach a wider audience

  • No Time To Die received a 12A for cinemas and a 12 for home and streaming release

• The BBFC judged that the film contains typical James Bond action elements

  • There was nothing severe enough to move it above a 12A rating

  • It does not focus on graphic violence or explicit content

What makes a film certificate 12A/12?

• Discrimination is only allowed if it is clearly shown in a negative way

• Drug use can be shown but must be rare and not made to look appealing

• Dangerous or copyable behaviour (e.g. weapons use) must not be encouraged

• Moderate swearing is allowed, but nudity and sexual content must be brief and not explicit

• Threatening scenes must be moderate and not constant or prolonged

• Violence can be included but should avoid graphic detail