Bond in Beijing 01-31-2007
EBay and other companies ambitiously targeted China and drooled over the potential goldmine of revenue to be reaped from its gigantic population base. Each aspiring effort has proved a costly struggle to realize. (EBay recently restructured its offerings there.)
Casino Royal was recently released to widescreen audiences in China. With over a billion potential viewers, Sony aggressively pursued the release which was scheduled for around 1000 screens. Censors were given early access to review the film for objectionable content (Previous Bond movie Die Another Day (2002) was rejected outright). Even Danielle Craig, the star, was in Beijing for the premier.

The James Bond franchise finally making it to Beijing underscores yet again the promise and pitfalls of breaking into new international markets, especially China, where government controls make it among the most extreme environments for any would-be marketer to navigate and profit from.

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