When Dr Strange went straight to the top of the US box office this weekend with an impressive $85m and a combined global box office of $325.5million, it’s not only Marvel who are looking to benefit from the film’s global appeal.
In one pivotal scene, before the brilliant yet arrogant surgeon Dr Steven Strange leaves his state-of the-art New York apartment to climb into his $237,250 Lamborghini Huracán LP610-4, he opens his dresser draw and peruses his selection of watches.
As the camera pans across the array of luxury time-pieces, all keeping time thanks to their black leather watch winders, the brilliant Doctor stops and chooses an elegant time-piece, who’s watch face fills the whole screen, showcasing the $20,000+ Jaeger Le Coultre Master Ultra-Thin Perpetual.
This is just the latest in a long line of tie-ups between the movie industry and luxury watch manufacturers including Cartier, Tiffany’s, IWC, Bulgari and Patek Philipe.
But why would a luxury brand such as Jaeger Le Coultre want to appear in a movie based on a comic book character, where the majority of the audience are not old enough to have heard of the Swiss watch maker, let alone pronounce its name?
“It makes perfect sense” says Darryl Collis, founder of Seesaw Media, a leading product placement agency, specialising in securing exposure for luxury brands in international feature films and television productions. “One of the main themes of the film is about time and Dr Strange has an aspirational lifestyle where he can afford the finer things in life”. Darryl goes on to say “Not only is his choice of the Jaeger Le Coultre an endorsement of the brand but like the Lamborghini in that scene it helps define Dr Strange’s character.”
But what about the fact, that the film isn’t targeting the Jaeger Le Coultre customer?
Darryl disagrees “Of course the studio will bring out action figures and apparel to capitalise on their investment, but comic book adaptations, especially the origin stories where the audience sees how they become the hero – whether it be Dr Strange, Iron Man or the Chris Nolan Dark Night trilogy before them –have grittier and darker storylines, which appeal to the older male audience who grew up reading these comics.”
Another draw for luxury brands to big screen adaptations of comic books are the films international appeal; especially in China, where they reach an audience that not only has a love affair with luxury European brands but the disposable income to purchase them. The fact that Benedict Cumberbatch is already a star in China due to his performance in Sherlock, will only add to Dr Strange’s box office haul.
As with any successful integration, to maximise their association with Dr Strange, Jaeger Le Coultre have promoted their partnership on their website and recently hosted a preview screening of the film in New York with the film’s star Benedict Cumberbatch in attendance.