MARKING James Bond’s return to theatres with a bang, the British High Commission collaborated with Sony Pictures Malaysia to host a premiere screening of Spectre in Kuala Lumpur, earlier this month.
Accompanying the extravagant night was a star-studded Bond showcase to raise the excitement for the release of the spy thriller.
An exhibition of Aston Martin and other luxury cars featured in the 24th James Bond installment was the highlight at the cocktail reception held before the movie screening.
Speaking at the showcase, British High Commissioner to Malaysia Vicki Treadell said she hopes the “Bond is GREAT” campaign will raise the bar for the British presence in the country.
“James Bond is the perfect metaphor for modern-day United Kingdom. Through the decades, the film series keep reinventing itself. Similarly, the United Kingdom in the 21st century can and does reinvent itself.
“The film narrative depicts the challenges faced by the country such as cybercrime and rise of extremism. These are actual global challenges that call for us to come together,” said Treadell.
Extending its reach to over 60 countries, the campaign is being launched in partnership with Sony Pictures Entertainment and Metro Goldwyn Mayer Studios.
In solidarity with British High Commission, Sony Pictures Malaysia managing director Robert Crockett expressed hope that Spectre will do justice to exemplify the allure of modern-day UK.
“James Bond is great and it represents everything that is cool about Great Britain. We are excited for this ‘Bond is Great’ campaign,” said Crockett.
The campaign is under the one-umbrella strategy of the GREAT campaign series initiated by the UK to exhibit the best of the country in various fields to the rest of the world.
Along with the ongoing “Food is GREAT” and “Shopping is GREAT” campaigns, Treadell said that next year would witness the launch of “Education is GREAT” campaign in collaboration with the Malaysian government.
All the guests were treated to the special premiere screening of Spectre at the end of the showcase ahead of the film, which is now showing in theatres.