Heineken

News

Skyfall James Bond movie teams up with Heineken

Skyfall James Bond movie teams up with Heineken; Producers of the 23rd Bond movie have exploited every possible brand connection...

The world's most successful movie franchise - James Bond, has been continuing its winning ways in strategic and intelligent product placement, and popular beer Heineken, appears to be one of the real winners in the latest Bond flick - Skyfall.

Make no mistake - product placement helps funds great flicks and the switched on folks at James Bond HQ (and their advertising agency friends) are well aware of this... so are we.

Some news outlets have claimed that without the reported £45 million revenue Heineken poured into the film, Skyfall would not have gone ahead, but we don't have any way to get an accurate figure, so let's just continue shall we Bond fans.

We understand that with the the Dutch beer having forked out over £28m for the privilege of seeing Bond sip from a green bottle in an early scene helped cover almost a third of the film's estimated £93.7m ($150m) production budget in the process.

Bond (Daniel Craig) is a diplomatic spokesman and pitch-man of sorts on the issue of product placement, acknowledging that their reliance on brand associations is "unfortunate," before countering: "This movie costs a lot of money to make (and) nearly as much again to promote, so we go where we can."

That line is about as close as we're going to get to learning the film's actual marketing budget, given Sony Pictures International's track record is being reluctant to divulge details on such matters.

Fun financial fact: In 2006 it was reported that product placement across all media was worth over £3.3 billion.

Beer not your thing? According to Brandchannel, the most important "Skyfall" product placement isn't the beer Bond drinks but the gun he shoots!

Movie Plot Outline: Daniel Craig is back as Ian Fleming's James Bond 007 in Skyfall, the 23rd adventure in the longest-running film franchise of all time. In Skyfall, Bond’s loyalty to M is tested as her past comes back to haunt her. As MI6 comes under attack, 007 must track down and destroy the threat, no matter how personal the cost.

Promo...

Bond's loyalty to M is tested as her past comes back to haunt her. As MI6 comes under attack, 007 must track down and destroy the threat, no matter how personal the cost.

Director: Sam Mendes
Writers: Neal Purvis, Robert Wade and John Logan
Stars: Daniel Craig, Daniel Craig, Javier Bardem, Ralph Fiennes, Bérénice Marlohe, Naomie Harris, Ben Whishaw, Helen McCrory, Rory Kinear, with Albert Finney and Judi Dench as "M"
Produced By: Michael G. Wilson and Barbara Broccoli

*Sponsored by Heineken

News...

Craig is the best Bond: Moore...

Bond legend Roger Moore, enthralled with ‘Skyfall,’ now thinks Daniel Craig is the best actor to play the legendary spy...

Moore, who began his stint as the action hound in the ’70s, once gave that honor to Sean Connery. ‘They’ve guaranteed Bond another 50 years of life,’ he said of the new film.

Bond alum Roger Moore used to think Sean Connery was the best James Bond, but now thinks that designation belongs to Daniel Craig.

"I went to a screening of ‘Skyfall,’ and I’ve changed my opinion. I think that he (Daniel Craig) is the Bond. He’s quite brilliant," Moore told TIME magazine.

Moore has been a fan of Craig’s ever since the opening scene of 2006’s “Casino Royale,” Craig’s first time in the role.

James Bond's world of movie intrigue explored in 'The Untold Story Of 007'...

“I thought ‘Casino Royale’ was tremendous,” Moore said. “I thought his action was quite extraordinary — he did more action in the first 30 seconds of the film than I did in 14 years of playing Bond. To me, he looks like a killer. He looks as though he knows what he’s doing. I look as though I might cheat at backgammon.”

Craig put his own spin on the iconic spy, just as Moore did when he first took over the role of 007 with 1973’s “Live and Let Die.”

On playing a role already associated with Connery, he said, “You don’t really think about that. How many millions of actors during the last 400 years have played Hamlet? They don’t worry about how the other fella did it — they just get on with doing it their way.”

Moore’s own way endeared his Bond to the public for seven consecutive films by Eon Productions. His third Bond film, “The Spy Who Loved Me,” is often considered his best, just as Connery’s third, “Goldfinger,” is often considered his.

Now Moore thinks Craig’s third performance is the best of the franchise.

"I wrote to Barbara (Broccoli) and Michael (Wilson) and said…they’ve guaranteed Bond another 50 years of life," he said.

Bond (and Heineken) lovers - check out this multimedia promo...