No Time to Die, the latest James Bond movie, has its world premiere in London today. Its global release was delayed due to the pandemic and it will progressively appear on screens around the world from the end of this month. It was to appear in Malaysian cinemas from September 29, but GSC announced that the film distributor has postponed the first screening to November 25, 2021, reasons unknown.
Once the premiere date was confirmed, the many brands associated with the movie quickly began their campaigns and Aston Martin, which has had a presence since the earliest films, started off with a unique campaign. It is a giant replica of the original Corgi DB5 model toy box that was sold in 1965 when Goldfinger was shown. Parents bought thousands of children the metal scale model of the iconic sportscar which would be a collectors item today, just like the real car.
There were other models of the car but Corgi’s was the most famous. Replicating the action features of the car seen in the movie, it was an instant success earning the UK ‘Toy of the Year’ and ‘Best Boys Toy’ titles at the National Association of Toy Retailers Awards in 1965. The model has proven so popular over the years that it has had to be retooled numerous times. Over 20 million units have been sold worldwide and it is still being produced to this day.
The large box, replicating the original Corgi item, has been on display near London’s Battersea Power Station (which is owned by Malaysian companies) and measures 5.66 metres long, 2.7 metres tall and 2.7 metres deep. Inside is an Aston Martin DB5 Goldfinger Continuation car complete with a broad selection of working gadgets. Fans will recognise the rotating numberplates, a retractable bulletproof rear shield, extending front overriders and of course, those pop-out machineguns hidden behind the headlights.
The display car is one of just 25 DB5 Goldfinger Continuation cars being produced, taking place more than 55 years after the last new DB5 was made. Each of the cars is an authentic reproduction of not only the original DB5 but also of the ‘Goldfinger’ car. Therefore, they are also in the same exterior colour – Silver Birch (just like the original) – with only minor modifications and enhancements to ensure the highest levels of quality and reliability.
“Aston Martin’s relationship with James Bond spans decades and the DB5 is, without question, the most famous car in the world by virtue of its 50-plus year association. Working with EON Productions and Chris Corbould to build 25 of the DB5 Goldfinger Continuations was a truly unique project for everyone involved at Aston Martin. Now, to work with Corgi – another quintessential British brand – and to see James Bond’s most cherished car sitting inside a to-scale toy box in central London is quite outstanding,” said Marek Reichman, Executive Vice-President & Chief Creative Officer of Aston Martin Lagonda.
No Time To Die, also has iconic Aston Martin models from the past, present and future. It is the first time that 4 different models have appeared in one 007 film: the DB5, the classic Aston Martin V8, the brand’s super GT – the DBS – and the Valhalla hypercar.
Like Aston Martin, Land Rover models are also involved in a lot of action in the movie. Alongside 10 of the latest Defenders are the Range Rover Sport SVR, the Series III Land Rover and a Range Rover Classic.
