Savvy Public Relations Strategy Helped Make ‘James Bond’ an Icon

The James Bond movie franchise reached iconic status with the release of its third movie, “Goldfinger.” What was the secret to becoming one of the most beloved movie characters in history? Why, public relations, of course. Oscar Holland at CNN reports:

“In a then-unprecedented publicity move, journalists and photographers were invited to the Swiss Alps for the seven-day shoot, where they mingled with cast and crew members. The strategy appeared to work — ‘Goldfinger’ became, at the time, one of the box office’s highest-ever grossing movies.” 

“‘Almost every day was a press conference’ said Peter Waelty, co-author of the new book ‘The Goldfinger Files,’ over a video call. ‘The idea was to get into the newspapers before the film was even made.’ Reporters were also given detailed plot information, even though the movie was months away from release, he added. ‘They knew exactly who was going to die, who was going to win, what was going to happen. It’s unimaginable that this could happen nowadays.'”

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