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Sony Corporation Unveils High Definition Product Campaign Tied to Launch of Quantum of Solace - Campaign Captures Energy and Intensity of 22nd James Bond Adventure

Press release   •   Aug 28, 2008 12:00 CEST

Berlin, Germany – August 28, 2008 – Sony Corporation today unveiled a global marketing campaign featuring Daniel Craig as James Bond. The campaign, which takes the Bond persona beyond the big screen into another realm, was developed for Sony Corporation as an artistic and thematic extension of the upcoming Bond film, Quantum of Solace, which will be released in theaters worldwide by Sony Pictures this November.

Designed to highlight Sony’s High Definition product capabilities, the campaign provides a global platform for consistent brand messaging, while allowing each region to customize elements based on local market preferences.

“Sophistication, quality and international appeal make James Bond a perfect fit with the Sony brand,” said Andrew House, Chief Marketing Officer, Sony Corporation. “This is the first time we have integrated our film and electronics marketing efforts at such a deep level, bringing together Sony’s leadership in high definition with one of the world’s most powerful movie franchises. Sony is unique in its ability to create a global marketing campaign that combines technological innovation with entertainment content in this way.”

The campaign will launch in September and will roll out worldwide throughout the fall, timed to coincide with the film’s release. Elements include broadcast, digital, outdoor, print and retail ads promoting Sony’s BRAVIA® LCD flat-panel televisions, Blu-ray Disc™ Players, Handycam® camcorders, Cyber-shot® digital still cameras and VAIO® computers.

Additionally, Sony Style® online stores in Europe will offer licensed 007 products including VAIO computers and Micro Vault® USB storage media. In North America, Sony will offer licensed 007 products including VAIO computers and Micro Vault media, with VAIO computers available only in Sony Style retail and direct online at

Daniel Craig reprises his role as Ian Fleming’s James Bond 007 in Quantum of Solace, the Metro-Goldwyn-Mayer Pictures/Columbia Pictures release of EON Productions' 22nd adventure in the longest-running film franchise in motion picture history. The film is produced by Michael G. Wilson and Barbara Broccoli and directed by Marc Forster. The screenplay was written by Paul Haggis and Neal Purvis & Robert Wade.

About EON Productions
EON Productions/Danjaq, LLC, is owned by the Broccoli family and has produced twenty James Bond films since 1962, including Die Another Day. The Bond films, produced by Michael G. Wilson and Barbara Broccoli, make up the most successful franchise in film history and include the recent blockbuster films GoldenEye, Tomorrow Never Dies, The World Is Not Enough and Die Another Day. EON Productions and Danjaq, LLC, are affiliate companies and control all worldwide merchandising of the James Bond franchise.

About Columbia Pictures
Columbia Pictures, part of the Columbia TriStar Motion Picture Group, is a Sony Pictures Entertainment company. Sony Pictures Entertainment (SPE) is a subsidiary of Sony Corporation of America (SCA), a subsidiary of Tokyo-based Sony Corporation. SPE’s global operations encompass motion picture production and distribution; television production and distribution; digital content creation and distribution; worldwide channel investments; home entertainment acquisition and distribution; operation of studio facilities; development of new entertainment products, services and technologies; and distribution of filmed entertainment in more than 100 countries. Sony Pictures Entertainment can be found on the World Wide Web at

About Metro-Goldwyn-Mayer Inc.
Metro-Goldwyn-Mayer Inc. is an independent, privately-held motion picture, television, home video, and theatrical production and distribution company. The company owns the world’s largest library of modern films, comprising approximately 4,000 titles, and over 10,400 episodes of television programming. Its film library has received 208 Academy Awards(R), one of the largest award-winning collections in the world, and includes numerous successful film franchises, including James Bond, Pink Panther and Rocky. MGM is owned by an investor consortium comprised of Sony Corporation of America, Providence Equity Partners, Texas Pacific Group, Comcast Corporation and DLJ Merchant Banking Partners. For more information, visit

About Sony Corporation
Sony Corporation is a leading manufacturer of audio, video, game, communications, key device and information technology products for the consumer and professional markets. With its music, pictures, computer entertainment and on-line businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Sony recorded consolidated annual sales of approximately $88 billion for the fiscal year ended March 31, 2008. Sony Global Web Site: