James Bond is suiting up for Comic-Con, with MGM set to promote all of the films in the spy series at the fanfest as part of the franchise’s 50th anniversary.
The company has paired with Twentieth Century Fox Home Entertainment to host a booth on the convention’s show floor, July 11-15, where it will feature four vehicles and a collection of props from the films. The items are provided by Bond producers and franchise owners EON Prods and Danjaq.
The companies will take pre-orders for the complete collection of 22 Bond films to be released on Blu-ray for the first time Sept. 25. “Well go down there and let people know about the 50th anniversary,” said Michael Brown, exec VP of marketing for MGM Home Entertainment. “It’s such a cultural event. We know that these people align with our audience.”
Although Activision has turned to Comic-Con to hype its 007 videogames in the past, MGM has typically shied away from touting the next Bond adventure at the confab. In fact, MGM has rarely made the trek to Comic-Con other than to promote its “Stargate” TV series.
But Comic-Con is “not just a comicbook audience anymore,” Brown said. “It’s a cultural event now.”
The booth is providing MGM and Fox (which handles the studio’s homevid releases) with a unique logistical situation, however. Booths normally aren’t altered during the four-day confab. But the companies will showcase only one vehicle each day, providing fans with photo opportunities that Fox will upload on social networks to build buzz for the Blu-ray box set.
The vehicles include the flying Parahawk from “The World Is Not Enough” and the gadget-filled Aston Martin Volante from “The Living Daylights.” MGM and Fox are keeping the other cars a surprise for fans. The mine bomb from “GoldenEye,” a first-edition hardback book of “Dr. No.,” an ax from “A View to a Kill,” a Bollinger champagne bottle from “License to Kill,” a nerve gas vial from “Moonraker” and a fillet of soul menu from “Live and Let Die” will be among the props displayed.
While Sony is distributing the 23rd Bond adventure, “Skyfall,” in November, it won’t promote the film with a panel at Comic-Con this year, instead focusing on “Total Recall,” “Elysium,” “Looper” and “Resident Evil: Retribution” during its Friday panel.