Daniel Craig defends Heineken product placement in new James Bond film ‘Skyfall’

By Daniel S Levine,

James Bond fans were shocked late last month to hear the news that Heineken secured a deal for product placement in the new film Skyfall, fearing that Bond may have abandoned his famous “shaken, not stirred” martini. In a new interview, Bond actor Daniel Craig defended the deal, saying that it will help pay for the astronomical cost of the Sam Mendes-directed film.

Actor Daniel Craig arriving at 'The Girl With The Dragon Tattoo' (Los Hombres Que No Amaban A Las Mujeres) premiere at Callao cinema on January 4, 2012 in Madrid, Spain.

Moviefone interviewed Craig on the set of the 23rd Bond film. He said that it is an “unfortunate” part of today’s movie business, but it has to be done in order for a studio to keep making films.

He explained, “We have relationships with a number of companies so that we can make this movie. The simple fact is that, without them, we couldn’t do it. It’s unfortunate but that’s how it is.”

He added that Skyfall “...costs a lot of money to make, it costs as nearly as much again if not more to promote, so we go where we can. The great thing is that Bond is a drinker, he always has been, it’s part of who he is, rightly or wrongly, you can make your own judgement about it, having a beer is no bad thing, in the movie it just happens to be Heineken.”

Ad Age first reported that the Dutch beer brewer came to terms with the film’s producers. Lesya Lysyj, chief marketing officer of U.S. importer Heineken USA, said in a statement that Bond is “a perfect fit for us” because he is the “epitome of the man of the world.” Part of the deal includes Craig starring in a TV spot for Heineken as Bond.

The deal is reportedly worth $45 million and fans instantly criticized it, suggesting that studio MGM was selling out the 50-year-old traditions of the Bond franchise.

Skyfall will be released in the US on Nov. 9.

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