Ericsson pays MGM to feature mobile phone in Bond movie

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STOCKHOLM -- Ericsson paid Metro Goldwyn Mayer (MGM) $10 million to have its cell-phone associated with super-spy James Bond in the new movie "Tomorrow Never Dies," according to a report on Swedish public broadcaster SVT.

The deal, in which product exposure on the big screen is swapped for advertising promoting the movie, was initiated by U.S. ad agency Young & Rubicam, which works for both Ericsson and MGM.

In return for exposure in the Bond movie, Ericsson is to launch a global $11 million ad campaign. "The link to the film is seen as a major plus in raising the Ericsson mobile brand name worldwide," says Ericsson spokesman Bo Albertson.

Copyright January 1998, Crain Communications Inc.

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