007 marketing, 2012 and 1987

At the official James Bond/Skyfall Facebook page, this went out Jan. 31:

James Bond 007
Bond fans! At 8am GMT, Wednesday 1st Feb the first official image from SKYFALL will be revealed exclusively on 007.com! If you’re in the US then pick up a copy of Wednesday’s edition of USA Today – it’s the first time you’ll be able to see it in print.

(UPDATE: It’s up at the Web site now. You can CLICK HERE to see it, an image of Daniel Craig/Bond with beard stubble, holding in a gloved hand what appears to be a Walther PPK.)

Except, a few weeks ago we were told the first Skyfall photo was out:

Star Daniel Craig, with blue swim trunks, was shown in various Web sites, including: Movieweb, Moviewatch, Entertainmentwise, and Whatculture! and who knows where else. Some billed it as an official photo courtesy of Sony (which is releasing the 23rd James Bond film), others merely said it was a Skyfall photo.

So was that an official release or not? The sheer number of Web sites showing the photo (which also included 007 fan Web sites) suggests it wasn’t Woodward-Bernstein investigative reporting that pried that image from the “Most Secret” vault of Eon Productions, which actually produces Skyfall. And it’s clearly not a “candid” shot (i.e. taken while a scene was being recorded). It appears to be posed and carefully lit and meant to evoke 2006’s Casino Royale, where Craig appeared in light-blue swim trunks.

But that’s in the past and we’re told Bond with stubble and gun is official and Bond in swim trunks wasn’t.

Let’s recap. Skyfall has been filming for almost three months. We have one photo of Craig at a pool (now dubbed unofficial) and now an official still for a movie whose first unit has yet to go beyond the borders of the U.K. (a second unit has been filming in China). Oh, and all those images of clapperboards on the official Bond sites. You know: like THIS ONE or THIS ONE or THIS ONE or….well, you get the point.

By contrast, a quarter-century ago, when Eon was filming The Living Daylights, after a few months of filming, there were cast interviews, footage from exotic locations, publicity stills and all sorts of things. Take a look at this footage from ABC’s Good Morning America in November 1986:

On various 007 fan message boards, participants are saying how great it is so few spoilers have gotten out. And that is a change from previous Bond movies. But, it comes at a cost. By this stage in the filming of most 007 films, there has been a lot of publicity already and some fans wonder why there hasn’t been more with Skyfall. Well, you can’t have it both ways. Eon hasn’t exactly spread the red carpet for reporters (much of the publicity so far has come from Daniel Craig interviews while he’s been trying to publicize The Girl With the Dragon Tattoo, SUCH AS THIS ONE.) If you don’t want spoilers, fine. But don’t complain about lack of publicity at the same time.