The Skyfall’s the limit on James Bond marketing

From The Guardian:

When Skyfall, the 23rd entry in the James Bond series, finally hits UK screens on Friday, the British public will be divided into two factions: those planning to see it, and those assuming it had been out months ago. Even by the unsubtle standards of studio tentpoles, the marketing push for Skyfall has been a long-haul assault, stretching far beyond the standard (if especially ubiquitous) bus-side billboards, and trailers that have been on rotation since the spring.

Though not a man averse to material pleasures, Bond himself might balk at the amount of promotional tie-ins being attached to his name this time around. The new film raises the bar for onscreen product placement, from 007’s Tom Ford-tailored suits to Q’s Sony Vaio hardware, as well as offscreen alliances ranging from Coke Zero to perfume retailers. (Yes, if you’ve always wanted to smell like Bond – presumably not after an intense chase sequence – the option is yours.) His new tipple of choice, Heineken, has proved an ongoing sticking point with fans, particularly after a big-budget ad that actually roped Daniel Craig into the action.

However, with the Dutch beer having stumped up over £28m for the privilege of seeing Bond sip from a green bottle in an early scene – coolly covering almost a third of the film’s estimated £93.7m ($150m) production budget in the process – the producers are willing to endure that indignity. Craig himself has been a diplomatic spokesman on the issue, 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.”

Continue reading the rest of the story on The Guardian