We just chatted to Steven Tyler ahead of his visit to SA next week and he totally invited us backstage!

VOTE AND WIN: You could win an iPad Mini by voting for your favourite local celeb in the Channel24 Awards!

Skyfall director defends product placement

2012-10-26 22:25
 
Daniel Craig Skyfall
London - Sam Mendes has defended the use of product placement in Skyfall.

The James Bond director insists there was "no compromise" artistically in making the British spy film franchise because secret agent 007 is naturally attracted to alcohol, fast cars and flash watches.

Sam told the BBC: "The producers come to you at the beginning: 'We have relationships with these six firms - is there anyone you don't want to work with? Any of these you can't fit in the movie?' And you say, 'No I can't do those two, these four would've been in the movie anyway. He would've been drinking in this scene, he would've worn a watch.'

"There was no compromise to the film at all using some product placement. If there had been - I wouldn't have allowed it in."

Fans being critical

Fans have been critical of swapping Bond's traditional "shaken, not stirred" Martini for Heineken beer, but Daniel Craig has backed the filmmaker's point.

He branded it a "fact of life", before adding: "I don't know what all the fuss is about."

Long-time sponsor Heineken hosted a star-studded VIP Skyfall after party on Wednesday at London's exclusive Cafe de Paris to celebrate 50 years of Bond.

Singer Gin Wigmore kicked off the entertainment and former James Bond "villain" Goldie rocked the DJ decks before rapper Professor Green took to the stage for an explosive set.

- BangShowBiz

NEXT ON CHANNEL24X

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
8 comments
Add your comment
Comment 0 characters remaining
 

Recent News

God Help the Girl is like watching the hipsters play Pick-Up Sticks in De Waal park. Read More »
Add your review

The latest installment of the Hunger Games franchise hits cinemas this weekend. Our two reviewers have their say. Read More »
Add your review

inside channel 24

There are new stories on the homepage. Click here to see them.