This year, its the James Bond Olympics. Or, at least the "Daniel Craig Opening Ceremonies" Olympics, as The Sun reports.
According to The Guardian, Olympic opening ceremonies artistic director Danny Boyle and Craig collaborated with The Queen (yes, the real Queen) to shoot a short film called "The Arrival" in "which 007 travels to Buckingham Palace to be informed that his latest mission is to launch the 2012 games. He is then taken by helicopter to the Olympic stadium in Stratford, east London, where he parachutes into the arena." Boyle and Craig were given "unprecedented access" to the Queen's private rooms and Buckingham Palace.
The London 2012 Summer Olympics present a perfect storm of British pride opportunities with James Bond celebrating his 50th year as the world's favorite fictional super spy, and the Queen celebrating her diamond jubilee.
As far as movie marketing wins go, this has to be right up there towards the top as around 1 billion people could be watching the James Bond Olympics Opening Ceremonies with the November 2012 release of "Skyfall" (starring Daniel Craig as 007 of course) just around the corner.