MTV, MGM join hands for Bond film promo

MUMBAI: MTV and MGM have announced a worldwide multi-million dollar movie marketing partnership in support of Eon Productions and MGM Pictures' new James Bond movie, Die Another Day.

As part of the promotion, for the first time ever, all MTV channels globally premiered Madonna's song Die Another Day from the movie's soundtrack on 10 October at 5 pm. It will repeat on 12 October at 2 pm and 14 October at 11 pm. This marked the music video's global debut exclusive to MTV for 24 hours which started 10 October.

Produced by Michael G. Wilson and Barbara Broccoli and starring Pierce Brosnan and Halle Berry, the film is slated for release around the world from November 2002 through March 2003.

MTV's global network of channels in the Europe, Asia-Pacific and Latin America, North America and Russia will support the release of Die Another Day with regional competitions, complemented by Bond-related programming.

MTV channels will also create customised programming and promotions in support of the movie. Additional global programming that will be available to MTV channels include: Making the Movie:, a behind the scenes look on the set of the film. This aired on 10 October at 5 pm. It will repeat on 12 October at 2 pm and 14 October at 11 pm. There will also be a Halle Berry Movie Special:, a retrospective on the career of the latest Bond girl, who won an Oscar for Monsters Ball.

Day in the Life of James Bond: sees MTV cameras following Pierce Brosnan around during the filming of the film. Die Another Day Movie Special: interviews with the cast and crew of Die Another Day. To extend the brand promotion further, Brosnan and Berry will make a special appearance at the 2002 MTV Europe Music Awards in Barcelona on 14 November . MTV International's regional networks and channels are also collaborating to create custom made competitions specifically designed to promote the movie's connection to the youth audience. The regions are working to promote the movie online via MTV's locally programmed websites.

In Die Another Day Brosnan has to contend with megalomaniac Gustav Graves played by Toby Stephens who has built a satellite which has the capability to act as a secondary sun.

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