Welcome to the forth and final instalment of our Bringing Back Golden Eye blog series! In this entry, I delve into the release of my first feature-length film as a director, Bringing Back Golden Eye, and share my perspective on what was involved and the challenges faced in releasing the film. If you missed the previous parts, you can read part 1 here (origins), part 2 here (production process), and part 3 here (post-production process).
Bringing Back Golden Eye was released online on 25th August 2021 and is available to watch now for free. Here’s a brief synopsis of the film:
"Bringing Back Golden Eye is the sequel to the first-ever video game mockumentary, 'Going for Golden Eye', released in 2017. After watching 'Going for Golden Eye', video game enthusiast and GoldenEye 007 fanboy Glenn (Gabe Cagan) embarks on a mission to uncover more about the infamous GoldenEye World Championships and its notorious 19-time champion, Ethan Bellénd (Dan Bruce). However, the championships have ended, and Ethan has vanished. Glenn must now go on an epic, unnerving journey to bring back GoldenEye."
Initial Plans for Release
In the early stages of the film’s development, Jim and I envisioned a dual release: a theatrical cinema launch followed by a home video release. However, we faced a significant roadblock—a legal issue involving the intellectual property (IP) of the GoldenEye video game and Nintendo’s N64 consoles, controllers, and cartridges. Without explicit permission to use these assets, releasing the film for profit was impossible due to the risk of legal action.
For months, possibly years, Jim attempted to contact the stakeholders behind the game and Nintendo, but he couldn’t secure the necessary permissions. The core of the problem lay in the complex web of shared ownership over the GoldenEye IP. It wasn’t as simple as gaining approval from one organization—we needed consent from Nintendo, Rare (the original developer), and Microsoft (Rare’s current owner) to ensure we were legally protected. The complexity of this issue is underscored by the fact that GoldenEye only recently received a modern-day re-release, over 25 years after its debut on the N64.
It was deeply disappointing to realize that a traditional release was out of reach. We knew this limitation would severely restrict our ability to reach the general public, but we decided to move forward with a new plan: an online-only release.
The New Release Plan
By late 2020, Jim, the film’s writer and producer, proposed releasing the film online for free, allowing the general public to view it. To provide an optional financial support mechanism, we decided to encourage donations to The Samaritans, a charity close to Jim’s heart.
With post-production nearing completion in early 2021, we aimed for an online release date of August 25, 2021, marking the 24th anniversary of the GoldenEye video game’s launch. While we considered delaying the release to August 2022 to coincide with the 25th anniversary festivities, we ultimately felt the film had already spent enough time in post-production and decided to move forward.
The Bringing Back Golden Eye Premiere
On July 31, 2021, we hosted an invitation-only premiere at the Showroom Cinema in Sheffield. The cast, crew, and a few family and friends attended what turned out to be a fantastic evening.
I was incredibly nervous, as most attendees hadn’t seen any part of the film since we wrapped shooting two years earlier. To observe audience reactions, I chose to sit at the back of the auditorium. Thankfully, the response was overwhelmingly positive. Seeing smiles and hearing praise from everyone in the room was humbling.
After the screening, Jim and I shared heartfelt words about each other and expressed gratitude to the incredible cast and crew who made the project possible. As the evening ended, we turned our attention to the next phase: the online marketing campaign.
Online Marketing Campaign
Before the private premiere, Jim and I agreed that a successful online release required an effective marketing campaign. With no budget to hire a marketing team, I took on the challenge myself, focusing on engaging the online gaming community, our core target audience.
I created “GoldenEye Week,” a week-long event featuring diverse content leading up to the film’s YouTube release. This included a film trailer, a music video for the original song “Golden Eye,” a soundtrack release, let’s-play sessions of the GoldenEye video game with Jim and me, and special commentaries on the film.
While I was proud of the campaign and managed to schedule content across platforms like Facebook, Instagram, Twitter/X, and YouTube, our reach remained limited. Despite some help from team members, including composer Grant Kirkhope, the campaign didn’t achieve the viral traction we had hoped for.
Online Premiere on YouTube
On August 25, 2021, the film premiered on YouTube. Despite underwhelming engagement during GoldenEye Week, nearly 2,000 viewers tuned in live for the premiere—an encouraging turnout. The live comments were overwhelmingly positive, and the audience’s kind words reaffirmed our efforts.
Although initial viewership was promising, I hoped for a snowball effect as fans spread the word. I even encouraged viewers to help us reach 10,000 views within a week. Unfortunately, that milestone wasn’t achieved until 2023.
Where Did it Go Wrong?
There isn’t a single reason the release didn’t meet our expectations. As discussed, the inability to secure IP permissions prevented a traditional release and professional marketing. These constraints significantly limited the film’s reach.
Had we been able to submit the film to festivals, pitch it to distributors, or hire a marketing team, I’m confident it would have resonated with a wider audience. It was tough being the only person leading the marketing too and then when days after the online premiere my son was born, this life-changing event shifted my priorities, leaving little time for additional promotion.
It was disappointing to see the film struggle to gain momentum online, despite the positive reception. Limited reach on YouTube hindered our ability to attract a broader audience. Still, I’m proud that the film is freely available on YouTube and continues to connect with viewers.
The Future of the Bringing Back Golden Eye Universe
It’s unlikely we’ll revisit this universe. Jim created these characters out of love for the GoldenEye video game and to offer fans a fun, wacky tribute to a beloved era of gaming. I believe we delivered on that goal.
While the online release didn’t achieve the success we envisioned, the experience remains a cherished memory.
My Future as a Director
Although Bringing Back Golden Eye is now in the rearview mirror, my journey as a director is far from over. I have several projects I’d love to pursue, though balancing life as a sound recordist, a father to a young child, and a director is a challenge.
Stay tuned—I may share more about my future directing plans in an upcoming blog post!
Also, check out the Bringing Back Golden Eye YouTube channel for more content including GoldenEye Let’s Plays, music videos and trailer.
Dan Guest
Director
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