007 to pack an Ericsson phone

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STOCKHOLM -- The Swedish electronics group Ericsson has signed a strategic marketing agreement with United Artists Pictures whereby Ericsson's cellular phone and communications technology will feature prominently in the latest James Bond action movie, "Tomorrow Never Dies," starring Pierce Brosnan, which is due for general release in December.

Included in the agreement is the high profile use of Ericsson's full range of cell phone and satellite communications equipment by 007 Brosnan. "We have created a visionary futuristic concept phone for the movie, which will feature in some of the film's spectacular action scenes," says Jan Ahrenbring, Ericsson's director of marketing and communications technology.

Ericsson is also planning to use the movie to showcase new phones which will be available to consumers worldwide as the movie premieres in individual markets. The Swedish company refused to disclose the financial side of the deal, although the company has not commented on one report, carried on Swedish public television, that said Ericsson paid UAP $15m to secure the contract in competition with arch rivals Nokia of Finland and Motorola.

Copyright June 1997, Crain Communications Inc.

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