They Are Going To Make Us Buy Them Again!

MGM, Best Buy/Future Shop will Bond over DVD campaign

Metro-Goldwyn-Mayer is partnering with one of the nation’s biggest sellers of DVDs — Best Buy — to reintroduce the entire James Bond film series later this year.

The campaign comes on the 40th anniversary of the release of “Dr. No,” the first film in the series, and is timed to precede the theatrical release of the 20th official Bond in November. Best Buy will sponsor trailers for the unnamed Bond film, said Jeff Maynard, Best Buy VP of marketing services.

The retailer will create a sort of 007 store within its more than 1,800 Best Buy, Sam Goody, Suncoast, Media Play, On-Cue and Future Shop outlets. The James Bond sections, which will vary among chains, will include the three DVD box sets of the 007 movies that have been on moratorium for almost two years. They will also include soundtracks, electronics products and merchandise from other, yet unnamed, promotional partners.

The promotion will launch this summer, with momentum building up to the theatrical release in November and continuing through to the film’s DVD release in the spring of 2003.