No Time To Die has only been on screens for just over a week and already some critics are hailing it as the best James Bond movie ever.
With its numerous Easter eggs (that tunnel shot is a fan favorite), a tiny surprise and a fittingly grand send-off for the franchise's blue-eyed boy Daniel Craig, it may well be.
The jury's still out on that but the big brands have already cast their vote - and judging by the number of tie-ups on offer, the long-awaited finale is a winner.
When it comes to brand association, three names stand out: Aston Martin, Bollinger and The Peninsula hotel.
Aston Martin made its 007 debut with the DB5 in the 1964 film Goldfinger. Since then, it has appeared in six more Bond films: Thunderball, GoldenEye, Tomorrow Never Dies, Casino Royale, Skyfall and Spectre. It also puts in an appearance in No Time To Die.
Bollinger and Bond go back to the 1970s when producer Albert Broccoli agreed to make it the official champagne on a gentleman's handshake. Roger Moore's Bond orders the bubbly in his San Moniquan Hotel room in 1973's Live and Let Die and in 1979's Moonraker, Bollinger became the official "champagne of 007."
Meanwhile, The Peninsula - and its famous fleet of green Rolls-Royces - was featured in 1974's The Man with the Golden Gun.
All three have come together to offer a comprehensive package for die-hard fans of the latest movie.
Aston Martin has brought the DB5 Goldfinger Continuation to Hong Kong. The classic car on display at the lobby of The Peninsula from now until October 29 is part of the limited production of just 25 available globally and is the only one to appear in Hong Kong. Worth 2.75 million (HK$21.4 million), it is an authentic reproduction of the DB5 seen on screen, with modifications to ensure the highest levels of build quality and reliability.
This authenticity extends to include a range of functioning gadgets made famous in Goldfinger - such as revolving number plates, a retractable bulletproof rear shield and pop-out machine guns.
Accompanying it is an automotive photography exhibition curated by Aston Martin in the hotel's first-floor gallery. All the photographs are of the marque's vehicles from the archives.
At The Verandah foyer, visitors can also take their own photos with a special themed backdrop presented by Champagne Bollinger, whose winery has been producing fine champagne for nearly two centuries, and can discover Globe-Trotter's exclusively designed, limited-edition trolley case - a must-have for every international man of mystery.
For the full experience, visitors can have a spy-worthy meal at the hotel, paired with 007, a limited-edition Bond-themed cuvee created by Bollinger to commemorate the new movie.
They may opt for The Verandah Cafe's extravagant Seafood on Ice platter (HK$1,088 for two), which goes perfectly with the nuanced, fruity flavors of an optional glass of Bollinger Special Cuvee NV (HK$220), or The Lobby's signature Peninsula Afternoon Tea (HK$438 per person or HK$778 for two).
The fruity champagne pairs well with tea-time treats such as fine pastries and scones served with clotted cream and jam.
The champagne comes in special glasses etched with the famous 007 gun logo. And limited bottles are available for sale if you want a souvenir (from HK$725).