11-09-2012, 02:38 AM
The Dutch Beer brewer is sure
Skyfall: 007 Will Drink Heineken Instead of Martinis
After 50 years and 23 movies, Heinie is finally chasing James Bond.
Heineken USA has signed a reported $45 million partnership agreement with Sony Pictures for the use of Heineken products in the November Bond film Skyfall. The agreement includes Daniel Craig appearing in commercials for the brand, lending his likeness to beer packaging, and reaching for a Heineken rather than his trademark “shaken, not stirred” cocktail. It’s the last change that purists, and fans, take issue with.
“James Bond Sells Out,” declares Roger Ebert, well-known film and television critic at the Chicago Tribune.
Even Craig has gone on record saying that the deal is, “unfortunate.” But, he also feels that the sheer cost of filming and promotion make it a necessity.
The thing is, this reaction is a bit baffling in the context of James Bond films and product placement. Omega wristwatches, Ericsson cellular phones, Aston Martins, BMWs, Pan Am flights, British Airways billboards, Perrier trucks, prominently displayed bottles of Red Stripe beer (a precedent!), and at least two brands of vodka, Smirnoff and Finlandia, have graced the 23 films of Bond.
In fact, the original Bond-martini connection was due entirely to Smirnoff’s paid product placement in the 1962 Bond film, Dr. No. For the record, that’s the first James Bond movie, and product placement was already influencing the character’s iconography.
http://www.policymic.com/articles/7339/s...f-martinis
P.S. Did anyone watch the movie "The Heineken Kidnapping"?
Skyfall: 007 Will Drink Heineken Instead of Martinis
After 50 years and 23 movies, Heinie is finally chasing James Bond.
Heineken USA has signed a reported $45 million partnership agreement with Sony Pictures for the use of Heineken products in the November Bond film Skyfall. The agreement includes Daniel Craig appearing in commercials for the brand, lending his likeness to beer packaging, and reaching for a Heineken rather than his trademark “shaken, not stirred” cocktail. It’s the last change that purists, and fans, take issue with.
“James Bond Sells Out,” declares Roger Ebert, well-known film and television critic at the Chicago Tribune.
Even Craig has gone on record saying that the deal is, “unfortunate.” But, he also feels that the sheer cost of filming and promotion make it a necessity.
The thing is, this reaction is a bit baffling in the context of James Bond films and product placement. Omega wristwatches, Ericsson cellular phones, Aston Martins, BMWs, Pan Am flights, British Airways billboards, Perrier trucks, prominently displayed bottles of Red Stripe beer (a precedent!), and at least two brands of vodka, Smirnoff and Finlandia, have graced the 23 films of Bond.
In fact, the original Bond-martini connection was due entirely to Smirnoff’s paid product placement in the 1962 Bond film, Dr. No. For the record, that’s the first James Bond movie, and product placement was already influencing the character’s iconography.
http://www.policymic.com/articles/7339/s...f-martinis
P.S. Did anyone watch the movie "The Heineken Kidnapping"?
"A man is rich in proportion to the number of things he can afford to let alone."
Henry David Thoreau
Henry David Thoreau