All you ever wanted (or needed) to know about James Bond's car, fruit advertising campaigns, and MTV's 'The Real World'

WHEEL DEAL It’s the car that forgot to come in from the cold. Thirty-three years after it popped its top in Goldfinger, James Bond‘s Aston Martin DB-5 is still wheeling around the pop-cultural highways. Not only did it make a cameo in 1995’s Goldeneye, but miniature copies of the 1964 spy mobile, complete with revolving license plates and a bulletproof shield, are being peddled by a Connecticut tchotchke company called the Danbury Mint (for the un-miniature price of $149). Hard to say how many of the 7 1/2” toys have been sold since they went on sale recently because security at the Mint is tighter than at S.P.E.C.T.R.E. (Despite repeated calls to the company, no one would comment on sales. Does Danbury program manager Brian Butler wear a monocle, keep a white cat in his lap, and liquidate employees who talk to the press?) But judging by the one-month waiting list, the car still has marketing horsepower. Alas, in the next 007 flick, Tomorrow Never Dies, due in December, Pierce Brosnan will have a new set of wheels: a BMW sedan that can be driven from the backseat — but has no ejector seat. — Benjamin Svetkey

PEARING DOWN Got fruit? That may be Hollywood’s new marketing slogan, at least judging from the promotional activity going on in the produce section of your supermarket. In a tie-in with Dole, Twentieth Century Fox will promote Anastasia by plastering stickers on 250 million bananas and citrus products (see animation story on page 44). The video release of Warner Bros.’ Space Jam was similarly heralded in March. What’s so appealing about fruit? ”Any opportunity to reach people in an unconventional way is an exciting opportunity,” says Jeffrey Godsick, senior VP of publicity and promotions at Fox. But not all produce promotions are peaches and cream. When the Fruit Label Company put stickers on apples for the video release of Liar Liar last year, supermarkets — fearing shoppers would reject movie-pushing McIntoshes — refused to stock them. ”[Fruit advertising is] a fabulous idea,” says undeterred company president Brian D. Fox, ”but like Thomas Edison and the electric light, it wasn’t until he turned the switch that people really believed it.” — Daniel Fierman

ETC. Bid farewell to the Kona coast and say hello to the house blend. The site of the seventh installment of MTV’s The Real World, set to air next June, will not be in Hawaii as previously reported, but Seattle. According to exec producer Jonathan Murray, Honolulu was on the short list — along with Chicago, Atlanta, and Washington, D.C. — but the rainy town won out because it had the same ”gritty urbanness” as Boston, setting of the last Real World, overall the highest-rated one yet.

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