No Time to Die is no longer hitting theaters in 2020.
The forthcoming Bond film, already pushed back amid the pandemic, is now being scheduled for April, 2, 2021, Easter weekend, abandoning its November 20 release date, Deadline confirmed on Friday (October 2).
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“MGM, Universal and Bond producers, Michael G Wilson and Barbara Broccoli, today announced the release of No Time To Die, the 25th film in the James Bond series, will be delayed until 2 April in order to be seen by a worldwide theatrical audience. We understand the delay will be disappointing to our fans but we now look forward to sharing No Time To Die next year,” said the studio in a statement.
“No Time to Die stands to make $1 billion worldwide. Given that, it makes sense to release what is expected to be Daniel Craig’s final Bond film in an optimum, vibrant global marketplace,” Deadline reported, adding that this is “horrible news in the short-term” for theaters.
“While it’s good news for exhibition that MGM is keeping this a theatrical release, it’s horrible news in the short-term. Exhibition was banking on this movie, a notable IP versus Christopher Nolan’s original Tenet, and it would not be shocking to hear that some hardcore attrition in the exhibition space will take place.”
Deadline also pointed out that advertising for the film is now stalled again, presenting yet another issue.
“Another monkeywrench here for No Time to Die is the movie’s promotional partners which are moving for a second time. Omega Watches, Adidas, Swatch and Heineken have all started their promotions. Typically when movies jump release dates, there are penalties incurred by the studio. Why? The advertiser has racked up shipping and product design costs, and such ad elements are on a schedule. It essentially becomes a negotiation between the studio and the brand as they all want to remain in business with each other down the road. Sometimes, a decision is made to simply allow the product that’s been shipped to be out there, and products remain part of the movie’s pre-awareness.”
Another promotional piece of the movie was also just released.
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