The Cultural and Commercial Impact of A View To A Kill

Roger Moore`s last Bond film received the usual blitzkreig of merchandise and movie tie-ins around the world. Some of the sponsorship was obvious, some of it beneath the radar. The film`s longest lasting contribution to modern society may have been its impact on the resurgence of snow boarding.

In an article entitled HOT RESURGENCE, by Tom Conroy and Rob Sheffield for the August 20th, 1998 issue of ROLLING STONE, A VIEW TO A KILL is credited with the resurgence of snowboarding. Chris Ernst, founder of California`s Lord of the Boards series, concurred:

The troubles started around 1985, when the James Bond film A View to a Kill featured a Grecian Formula-slickened Roger Moore busting down the slopes on a single plank. Ever since, snowboarding has been jammed down our collective throat and has brought with it such scourges as tongue studs, tattoos, baggy parkas and any number of bad bands. Though no one asked, they`ve begun to rap.

Even musical artists have gotten in on the action. SHADZ of Lingo released the 1994 album A VIEW TO A KILL, while the punk/new wave band “Gob” did a thorougly forgetable 1997 remake of the title song.

The summer of 1985 had Duran Duran claiming the top spot of BILLBOARD`S Top 100 Singles. The song lasted three weeks at the #1 spot, and was the first time a James Bond song had reached #1 in the United States (though other songs came close). Duran Duran fever hit an all time high and James Bond was all the better for it.

Michelin Tires had their products tied into James Bond. Carefully note the brand of tire Bond sucks air from while underwater. Shots of The Michelin Man are also strategically placed in the scene where Tibbett gets the car washed. French car company Renault was giving away a Renault 11 Turbo along with 100 soundtrack cassettes for runners up.

Matchbox Cars released miniature versions of the Roll`s Royce Silver Cloud II as well as the Renault taxi. There was also an Action Pack put together that included a San Francisco Police Car and a Russian helicopter. The Action Pack was never released.

Lone Star Toys produced a gun and holster set to go along with the new movie. The set featured a cap shooting Walther PPK, and shoulder holster and strap. This set was never sold in America.

Chevron got in the act as well. When Bond “protests” Zorin`s oil pumping station, guess which kind of hat he wears? A Chevron Company hat. And when Stacey accidentally swings the fire engine ladder, with Bond on top, into a gas station, guess which gas station got demolished? Chevron.

A View To A Kill was also turned into a videogame for Angelsoft. It originally was published in the fall of 1985, for the IBM, Mac, and Apple IIc platforms and was developed by Bond novelist Raymond Benson.

By today`s standards of Bond cross promotion, A VIEW TO A KILL`s looks anemic. But it had its moment to shine and somewhere

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