United Artists had two concepts in mind when it came to marketing the second in the James Bond series From Russia with Love (1963). The first, and quite audacious notion, was to tell anyone who hadn’t seen Dr No (1962) much they had missed. Producers Cubby Broccoli and Harry Saltzman reckoned 69 million moviegoers across the world had seen Dr No, but America only accounted for a small fraction of that total. So their mission was to ensure that American audiences did not miss out again on the “throbbing world of hot-blooded excitement.”
To target that marketplace, the adverts were more like a relaunch, not a sequel, and the taglines began with “Meet James Bond, Secret Agent 007.” And then, “For those unlucky few who missed Dr No…You are unprepared for the sophisticated mayhem and polished lovemaking. The James Bond bug has not bitten you. But take heart! There is still time to jump on the Bond bandwagon with the second James Bond adventure From Russia with Love. See it and we guarantee – you will be hooked for good.” The final exhortation: “Don’t you think it’s time you met secret agent 007?”
But of course James Bond already had some kind of fan club in the States. “James Bond Is Back!” screamed the alternative advertisements. For both, however, the emphasis was on the new. “His incredible new women! His new incredible enemies! His new incredible adventures!”
“Target: the unkillable James Bond 007. Blast him! Seduce him! Bomb him! Strangle him!” The tone of the adverts suggested something entirely new. While heroes in thrillers could expect to face danger at every turn, and while a romance might sweeten the pot, there would not be a selection of alluring scantily-attired women. “For those who saw Dr No, consider yourself fortunate. Now you are prepared for the further fantastic adventures of that master of intrigue and women, secret agent 007 James Bond, join him in his new thriller From Russia with Love.”
To whet the appetite of local newspapermen there was a host of snippets. Oxford University had organized an 007 Society whose members included three lords and the heir to one of the the country’s largest department stores. While James Bond never uses a Windsor knot in his ties, Sean Connery does. Ian Fleming’s Bond novels had sold 30 million copies including six million of From Russia with Love. Four Istanbul mosques featured in the new film as well as an underground cistern a millennium old.
Beauty queens were always a good bet for coverage – Miss Universe runner-up Daniela Bianchi won the role of James Bond’s girlfriend after a screen test and former Miss Israel Aliza Gur and former Miss Jamaica Martine Beswick played the fighting gypsy girls. Lotte Lenya was married to Kurt Weill who, with Berthold Brecht, wrote The Threepenny Opera. Sean Connery was fitted out by his own Savile Row tailor Anthony Sinclair and during filming got through ten customized shirts, eight suits, two top coats and a dress suit.
Highly sought-after these days in the memorabilia market are the door panels – measuring 20 inches x 60 inches – which exhibitors would stick to lobby doors but which could also be utilized as displays in stores. Signet brought out a movie tie-in paperback which came with its own promotional material. As there were already other books in the series, booksellers would be inclined to set up a Bond display. As well as the John Barry original soundtrack album, other artists recording material from the film included Matt Monro, Jackie Gleason, Kenny Ball, Al Caiola and Si Zetner, all creating promotional tools.
“Bondmanship” was the overall name given to lifestyle items worn by Bond or which he might wear so tie-ups with fashion stores and retailers were encouraged “no direct endorsement is necessary.” So, for example, restaurants were encouraged to offer “ a menu good enough for James Bond.” It didn’t matter that Bond did not wear a manufacturer’s shoes, ties or suits in the film, just that he might wear them if they were of sufficient quality.
The marketeers came up with a simple stunt: send a set of keys to a newspaper, turn up the next day with a dispatch box handcuffed to your wrist, open it and find inside various promotional items. Or the keys don’t open the case and you need to send for a locksmith. Either way it was important to have a photographer to hand.