November 9th, 2012
The Selling (Out?) of James Bond
By Colin Bertram
It doesn’t take an MI6 agent to uncover the Internet brouhaha resulting from Heinekin’s deal with the producers of the new Bond film “Skyfall” to feature their product onscreen.
But Bond sipping on Dutch beer – and not his usual martini – is merely a drop in the product placement bucket when it comes to the latest installment of the 007 franchise, now in its 51st year and featuring actor Daniel Craig as the British super spy.
While fans remain divided over what constitutes clever marketing and what undermines the very essence of a Bond film, they should know that Bond as a brand showcase is as much a part of the franchise’s history as one-liners and Miss Moneypenny.
“Seriously, the idea of product placement and dealing with the merchandising of the movie is something that happened very early on in the franchise,” says Paul Duncan, editor of “The James Bond Archives”. “It’s always been there. As far back as ‘Dr. No.’”