In Chapter 4 of The Frodo Franchise, I discuss how studios with big franchises can line up “brand partners” to help bear the ballooning costs of advertising blockbusters. Other companies with brand-name recognition use characters or images from the film in the ads for their own products. They get to associate those products with a popular (with luck!) film, and the producer can get tens of millions of dollars in free ads. The Lord of the Rings had such partners as JVC, Kia, Duracell, and Verizon.

Now Variety has posted an excellent story on the brand partners for the upcoming James Bond film, Quantum of Solace. Author Marc Graser quotes industry estimates that put the amount of free advertising for the previous Bond entry, Casino Royale, at around $100 million. Probably that much will be spent on this new one. Graser also talks about which companies are on board this time and the new Bond-themes products that they plan to release in conjunction with the film. Omega watches, Smirnoff vodka, and Virgin Atlantic are among the associated brands. (The Trilogy had Air New Zealand, the main example I used in my book.)

If you were intrigued by the way these big companies help each other in creating mutual publicity, Graser’s article lays the whole thing out clearly and succinctly. You can be sure that the same sort of thing will happen with The Hobbit and “Film 2.”