James Bond is back in M’s office in a new set photo from No Time to Die. The 25th installment in the long-running James Bond film franchise was supposed to have already come out by now, but its release was pushed back to November in response to the ongoing coronavirus pandemic. No Time to Die was actually the first major tentpole to move, claiming its new release date just before things took a turn for the worse and virtually every studio in Hollywood cleared their upcoming slates through late July. No Time to Die is now opening the same month as Black Widow, Soul, and several other highly-anticipated projects.
Most understand why No Time to Die was delayed and agree it was the right decision, but fans were still disappointed by the turn of events. The film, which marks Daniel Craig‘s final turn as 007, was poised to be one of the year’s biggest hits and a proper cinematic event. Viewers have a ways to wait before No Time to Die, especially since there aren’t any other new movies to look forward to over the next couple of months. In an effort to give viewers something Bond-related as they count down the days again, the studio’s released a new behind-the-scenes image.
No Time to Die was in the midst of a very visible marketing campaign (including a rather expensive Super Bowl spot) when it was postponed, and at some point MGM is going to have to start up proper advertising efforts again. However, with the film’s release still more than seven months away, it’s far too early for materials like TV spots or a new trailer (particularly when theaters are closed worldwide indefinitely). So, unveiling a simple behind-the-scenes image on social media is a good way to engage Bond fans and maintain awareness for No Time to Die. Admittedly, this photo doesn’t reveal much (it’s not a shock Bond will be visiting M’s office in the film), but it gets the job done in giving fans a little fix for the time being.
A few of the movies delayed during the pandemic, most notably Trolls World Tour, have bypassed the traditional theatrical window and opted to release on-demand or on a streaming service. Trolls 2 found great success with that model, causing some to wonder if any other titles will follow suit. However, viewers shouldn’t expect something like No Time to Die to make that type of move. Trolls 2 always had modest box office projections, meaning it benefitted more from releasing straight to digital (giving families something new to watch during quarantine). Similar to the Marvel movies that have been postponed, No Time to Die is too big a theatrical draw to skip the big screen completely. It remains to be seen if theaters will be able to open later in the year, but when James Bond returns, it’ll be in the multiplex.
- No Time to Die/James Bond 25 (2020)Release date: Nov 25, 2020
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