Adele's new James Bond theme to be released at very clever time

Adele's new James Bond theme to be released at very clever time

It was confirmed several weeks ago that British recording artist Adele would sing the theme for the new James Bond movie, Skyfall, and today Columbia Records has announced that the track will be released this Friday. "Skyfall" will premiere on Adele.tv (the singer's official website) at 0:07 BST—which is clever for reasons beyond the obvious, seeing that Friday also marks the 50th anniversary of 1962's Dr. No, the film that started the franchise.

Unfortunately, the marketing stunt's efficacy is diminished significantly by the fact that most people aren't on BST, and most Americans don't use the 24-hour time system. So for people on the East Coast, the song will anticlimactically become available a little after 7 p.m. on Thursday night.