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As distinctly individual as its pistol, Magnum Research Inc.’s president and CEO Jim Skildum took time to speak with brandchannel about his career with Magnum Research since its 1979 founding and the company’s Desert Eagle Pistol. He also reveals how the iconic handgun was itself partly inspired by a film.
How did you get started or what drew you to the business?
I owned a general sporting goods store in northern Minnesota that had strong emphasis on hunting and shooting products. My insurance agent actually prompted my interest in developing a semi-automatic Magnum handgun when he asked, "Why aren't you selling semi-auto Magnums?" This was the era of Dirty Harry and the new Model 29 [Smith and Wesson]. I talked to a couple of entrepreneurial friends and we decided to invest in an engineering study of the feasibility of Magnum cartridges in a semi-auto. That was the genesis of Magnum Research and the Desert Eagle Pistol.
Do you maintain an office in Hollywood or make any active effort to promote the use of the Desert Eagle in films?
No. But we stay in close contact with the prop houses and provide product as they may require for a film or TV project. All prop house firearms are "blanked" so that live ammunition can never be used in the guns, only blank cartridges provided by the prop houses. In this environment, as is true everywhere, the Desert Eagle stands out.
Why do you think the Desert Eagle is such a popular choice for filmmakers?
Its size and unique configuration and the perception of power that the Desert Eagle provides to the character using it.
Do you receive many requests from customers who want a pistol “just like So-and-so had in That-Movie?” And have you seen any quantifiable benefits of being in so many films? And if so, what kind?
Absolutely! It is difficult to quantify as [retail] firearms distribution occurs at least two steps removed from us. The biggest impact is the incredible extent of trademark and trade dress recognition of the DEP even among non-firearms enthusiasts.
Of which Desert Eagle onscreen appearance are you most proud?
My personal favorites are the Arnold Schwarzenegger films. The DEP definitely fit his film persona. [This would include Terminator, Red Heat, Commando, Eraser, and Last Action Hero.]
And do you find that the Desert Eagle brand that you want to promote is in line with what people think when they see or think of the name?
The "wow" factor from the films is supportive of our marketing and PR strategy facing our customers, who are shooting sports enthusiasts. Our consistent message has and will be that the DEP is a unique and technologically advanced firearm product with magnum power in a handgun. And it can effectively be employed at the shooting range, as a hunting handgun, or for personal protection. DEP brand recognition is virtually 100 percent among shooting sports enthusiasts. And while [the DEP] is rarely a first purchase, it is definitely on the “someday, I'll have one" list.
The depiction of the Desert Eagle onscreen is sometimes, shall we say, less than realistic (i.e., running around while firing a .50 Desert Eagle nonchalantly with any hope of accuracy is pretty impossible). What are your thoughts about the incongruity between the Desert Eagle onscreen and off?
Some depictions are pretty ridiculous while others are more realistic. I, and I'm sure most viewers, take the depictions in the context of the film itself. Take for example Barb Wire with Pamela Anderson. Probably one of the worst films ever distributed. The DEPs were very prominent, but the whole point of the film was to display Ms. Anderson with minimal amount of clothing. The DEP was merely prop to her "action.”
To your point, the Desert Eagle is also a wildly popular pistol to put into the hands of action starlets, from La Femme Nikita to both Demi Moore and Pamela Anderson double-fisting DEs. Any theory on what’s responsible for this popularity?
Sex, power, and money. The DEP provides the "power" context in a film. The gold plated DEPs used by Demi Moore [in Charlie’s Angels: Full Throttle] are actually rubber models that weigh less than 6 oz., compared to a real DEP that weighs 70 oz. The director made us believe and that's what filmmakers do.
Do you ever get complaints or comments that the DEP is not as it’s portrayed in films, that is to say, a very easy-to-fire weapon?
Not really. The "fantasy" of a scene like Demi Moore with the DEP is recognized by consumers.
The firearms market must present unique branding and marketing complexities that other brands and markets don’t face. What would you say are the trickiest challenges for the DEP?
Yes and no; branding is attempting to achieve instant recognition of the product. We chose to achieve this through unique trademark and trade dress and I think we have been successful with this approach.
What has been the greatest challenge to the Desert Eagle brand?
We attempt to utilize all communications channels in a cost effective way. As with any product, our focus is on maintaining the visibility of our product throughout distribution channels to the point where an individual consumer says "Today, I will own a Desert Eagle pistol."
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While this interview is interesting. I think it's quite amazing that these guns have become so popular in movies. I know he said that people are interested because they have seen the guns in movies. But how much? Is there any numbers for how much of the desert eagle sales are thanks to the brand's starring roles? 
