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The new corporate investment?: Big Business Buys Out Bond...James Bond.
With Daniel Craig taking over as James Bond in ‘Casino Royale’ we got a film that was grittier and tougher than most of the ones that preceded it. There was a great reduction in Bond’s sexism and use of high-tech gadgets. For the upcoming ‘Quantum of Solace’, director Mark Forster has spoke of removing the last vestiges of what made Bond BOND.: All references to having sex, Bond will not speak his famous catchphrase, “Bond…James Bond”, and say goodbye to one of the biggest Bond staples: world travel. Forster's thinking being that nowadays average citizens travel overseas more, so there’s no longer any exotic appeal to it ( I don’t know what “average citizens” he hangs out with).
So, if we’re losing all of that with the next James bond movie what will we get in return?
PRODUCT PLACEMENT OUT THE A$$!!!
In Quantum of Solace you can expect to see James Bond drive his customized Aston Martin ™, wearing his Omega ™ watch, sipping a Coca-Cola ™ Zero, accessing information on his Sony ™ laptop and relaying said information on his mobile phone (also by Sony ™) to his love interest driving around the streets of Panama in a Ford ™ Ka.
The film's producers are tight-lipped about exactly what product placement endorsements are on the list but it’s already confirmed that Heineken, Virgin Atlantic, Coca-Cola, Smirnoff, and of course, Ford, Omega, Sony and Aston Martin are on the list.
Brand expert Andy Payne, the global creative director of Interbrand, says "Companies will fight for the rights to be a partner in a James Bond film and they'll pay considerable amounts of money to get the contract. Bond is cool and has kudos and that status rubs off on the products that he is seen to endorse. For a company like Ocean Sky this could be a very good move because even though they have given up the use of five of their jets for a week, they will view the money they will have lost as a good investment in terms of the amount of global brand identification they will achieve and the worldwide audience they will reach."
The movie’s biggest sponsorship deal is with Ocean Sky, a British private jet company, which lent five of its jets to fly the cast and crew out to Panama for a week. In exchange for that Ocean Sky will be featured eight times in the film. Enough to make a sport out of trying to spot all of them- even make a drinking game out of it (just make sure that what you’re drinking is Coke Zero and not martinis).
The scenes will include interior and exterior shots of the planes and one will show a woman in full Ocean Sky uniform, made by the fashion designer Hugo Boss, behind an Ocean Sky-branded check–in desk.
Quantum of Solace is expected to have even more product placement than Die Another Day, which featured so many it was nicknamed “Buy Another Day”.
So, if we’re losing all of that with the next James bond movie what will we get in return?
PRODUCT PLACEMENT OUT THE A$$!!!
In Quantum of Solace you can expect to see James Bond drive his customized Aston Martin ™, wearing his Omega ™ watch, sipping a Coca-Cola ™ Zero, accessing information on his Sony ™ laptop and relaying said information on his mobile phone (also by Sony ™) to his love interest driving around the streets of Panama in a Ford ™ Ka.
The film's producers are tight-lipped about exactly what product placement endorsements are on the list but it’s already confirmed that Heineken, Virgin Atlantic, Coca-Cola, Smirnoff, and of course, Ford, Omega, Sony and Aston Martin are on the list.
Brand expert Andy Payne, the global creative director of Interbrand, says "Companies will fight for the rights to be a partner in a James Bond film and they'll pay considerable amounts of money to get the contract. Bond is cool and has kudos and that status rubs off on the products that he is seen to endorse. For a company like Ocean Sky this could be a very good move because even though they have given up the use of five of their jets for a week, they will view the money they will have lost as a good investment in terms of the amount of global brand identification they will achieve and the worldwide audience they will reach."
The movie’s biggest sponsorship deal is with Ocean Sky, a British private jet company, which lent five of its jets to fly the cast and crew out to Panama for a week. In exchange for that Ocean Sky will be featured eight times in the film. Enough to make a sport out of trying to spot all of them- even make a drinking game out of it (just make sure that what you’re drinking is Coke Zero and not martinis).
The scenes will include interior and exterior shots of the planes and one will show a woman in full Ocean Sky uniform, made by the fashion designer Hugo Boss, behind an Ocean Sky-branded check–in desk.
Quantum of Solace is expected to have even more product placement than Die Another Day, which featured so many it was nicknamed “Buy Another Day”.
Comment
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Comment by J Rod on October 5, 2008 at 9:28pm -
But is this not the point, MDS, that they're re-inventing Bond? I mean, you may not like it. You may have thought that Bond in CR was just another bland and forgettable character, but a lot of people would disagree with you. Plus, I really do have a sense that, like the relationship between Batman Begins and The Dark Knight, Quantom of Solace has a real good shot of expanding on the Casino Royale origin in so many ways as to make many of us understand that this is NEW Bond. Forget about the ol' Batmans - forget about the ol' Bonds. Take it or leave it. Let's just wait til QoS, and see how it plays out. Like I said, if it sucks SOLELY because the character of Bond isn't the ol' Bond, I'll gladly eat my words.
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Comment by Leon on October 5, 2008 at 5:14pm
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I gotta go with MDS on this.
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Comment by MDS on October 5, 2008 at 4:25pm -
I don't think that we have a problem with some product placements. But there is a point where you loose interest in the movie BECAUSE of too much product placement. Making the movie feel more like a LONG ass commerical instead of a movie.
However, the BIGGEST thing that people are missing is the changes to the CHARACTER of Bond.
1) No sexist views?
2) No world Travel?
3) No Martinis?
4) No "Bond, James Bond" catchphrase?
This is like making a Batman movie by making Bruce Wayne just some hobo that uses trashcans to beat up pimps and corner drug dealers. It's removing the CHARACTERISTICS of the character that made him different and turning him into just another 'bland and forgettable' character that you never care about. This and Casino Royal appear to be the nail in Bond's Coffin.
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Comment by Shayden on October 5, 2008 at 3:07pm -
Even when Sean Connery was Bond it was a franchise built on other franchises. Does no one remember the ads he did for Fiat? Admittedly outside advertising isn't quite the same thing as product placement, but it's not like this "Bond's a sellout" crap is anything new. That aside, I do believe product placement has a negative effect on a movie, sometimes even when it's done subtly I find myself grinding my teeth. We'll wait and see how this all plays out.
Oh and to all those who don't understand why people are hating on product placement, I think it's because the first step to making a good movie is knowing how to capture your audience. It has to engross you and take you out of reality, but when that can of Pepsi pops up or the main character jumps in his brand name car you start to realise that there was a production process behind this. A movie could have the greatest plot ever written but if all you can think about as your watching it is these are actors, and in front of them is a camera and a sound guy, director, lighting... If you think about all that, your not going to enjoy it very much.
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Comment by Rolland on October 3, 2008 at 10:41pm -
Stout, I did hear about that but must've forgot. Weird having an epiphany in a Fast Food Chain Restaurant.
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Comment by Eteo on October 3, 2008 at 4:02pm -
nononononononononononononono
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Comment by StoutGuy29 on October 3, 2008 at 3:52pm -
^ Rolland, you know the story behind that one, right? The Ironman/Burger King one?
I'd explain it all, but I'm too tired and lazy to explain it (I know it's 4 in the afternoon here, but I'm a design student, cut me some slack)... Essentially, Robert Downey Jr had a life-altering experience at a Burger King, and requested that scene was put in the movie... Still slightly shameless, but yeah
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Comment by Rolland on October 3, 2008 at 2:44pm
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If it's done right, Product Placement is not so intrusive, even when it's everywhere (like in Castaway) but when it's an in your face kind of product placement (e.g. The Cat in the Hat), then it distracts you from the movie.
Some of these products (Aston Martin, Omega) work with a James Bond film because they go with his character. But trading vodka martinis and Q gadgets for Heineken and Sony cell-phones just so they can make a buck goes beyond product placement because it takes away part of what makes the character appealing. Product placement should always be quiet and subtle, not prominent and intrusive.
Think about it. Would you have Harry Potter wear Ray-Ban glasses?
As a side comment, If I were Tony Stark and I was returning from 7 months of captivity in Afghanistan and all I wanted was a Hamburger, I wouldn't go to Burger King, which you can probably find IN Afghanistan. I would've gotten myself a more expensive and elaborate gourmet Burger from the Cheesecake Factory or something. Needless to say I hated that scene in an otherwise good superhero film.
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Comment by matty on October 3, 2008 at 12:37pm -
No film acted as a bigger billboard than what Castaway had Fed-Ex for. That at least had some merit, though.
I don't watch TV so I don't know what the hell they're selling in first place, but seeing ads is annoying regardless. I can understand sites like Spill using ads to help pay the bill, but film franchises spitting product placements out the ass? Honey, forget about it!
Phew, excuse me. I need to relax on my Ikea chair (it was made in Indonesia, but I put it together myself!), and an icy cold Pepsi Jazz to sooth my soul.
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Comment by Lacroix Lacroix on October 3, 2008 at 12:07pm -
Can we all please realize that this happens to every blockbuster flick. Seriously think about it and stop making such a big deal over this.
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