In any James Bond movies, the MI6 agent has always been drinking martinis, driving luxurious cars, wearing the fanciest suits and the most expensive watches. That’s how we know him! But things sometimes change… and not always for the best!
In the upcoming James Bond movie, the famous agent will be drinking a bottle of Heineken… 007 ditching vodka martinis for beer?!
James Bond movies are famous for being the ones with the biggest amount of product placements. They include mostly upmarket range products. The introduction of Heineken in the next James Bond movie is considered by many people (especially J.Bond fans) as irrelevant. It can change the famous “upper-class” image of the secret agent. As beer in movies has rarely been used before to suggest sophistication; the challenge, here, is to show J. Bond quaffing his beer without allowing it to compromise his mystique.
However, it has been confirmed that Skyfall will have a Heineken product placement. Even if the brewery has always been a partner of the franchise, no one was expecting an appearance of a bottle in a film. This represents its strongest attempt to integrate the brand with the Bond saga. Along with the product integration, Heineken will launch a sophisticated international ad campaign featuring Daniel Craig.
If it is a good news for Heineken, some fans might not receive this placement so well. It had already happened when J. Bond switched to Aston Martin from BMW. However, lead actor, Daniel Craig, stands by the new drink for his character. He stated that even if he was regretful about this change, he understood its necessity. Product placements, as well as branded-placements, are necessary for blockbusters. A big part of the budget for a James Bond movie is provided by companies.
Nowadays, companies play an important role in films production. This beer placement is just another proof. However, even if the audience generally accepts product placements and understands its necessity, some people might feel frustrated about this one. If the plot (and here the change of the main character habits) starts to be conditioned by companies, we could question the role of film production companies. In France, Orange – France Telecom has already launched its own film production subsidiary, Studio 37. We could wonder if one day, big companies will rule the entire world of cinema.