New York -- In a unique worldwide marketing partnership,
MTV: Music Television and Metro-Goldwyn-Mayer Inc. are teaming up to jointly promote the
Nov. 19 release of the new James Bond movie The World Is Not Enough.
The domestic MTV network and its outlets in Europe, Asia
and Latin America will air more than 100 hours of Bond-related programming to tie in to
the movie, which stars Pierce Brosnan. For example, MTV's Making the Video series
will go behind the scenes with the rock band Garbage as they create the video for The
World Is Not Enough, the single from the movie's soundtrack.
And MTV's Total Request Live on Nov. 12 will
kick off a contest in which viewers can win the new Bond car, the BMW Z8. The contest will
be promoted throughout that week, with the winner announced on Nov. 19, the film's
U.S. opening day, said Sarah Beatty, MTV's vice president of marketing and global
The financial terms of the multimillion-dollar worldwide
alliance were not disclosed.
As part of the deal, co-stars Brosnan and Denise Richards
will also appear as presenters during the 1999 Europe Music Awards Nov. 11 in
The MGM deal marks the first time MTV has launched a global
programming initiative supporting a film title.