Skyfall director defends product placement

2012-10-26 22:25
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.


  • Citroes - 2012-10-26 22:45

    There's been product placement in the Bond movies since the early movies. Why complain now?!

  • Dagbekruiper - 2012-10-26 23:01

    Bond is synonomous with Martini Shaken not Stirred. Hynie should have played a more subdued roll

  • gift.rode - 2012-10-27 00:00

    Heineken has always been on many blockbusters anyway the products are visible for a few seconds rather complain about the story line rather than brands that make a movie more realistic I mean how many movie fanatics drink matinies

      juannepierre - 2012-10-27 04:27

      Yeah, but why would an over the top spy man who's great with the ladies be cracking beer...? To make him more realistic? Seriously? Realism in a James bond movie... Just think about it.

  • juannepierre - 2012-10-27 04:25

    The men who drink beer don't know what a martini is made of, nor do they know the difference between a shaken and stirred one, so basically he went from class to the common man at a braai. Just say, Heineken paid us so much money, I would swallow that so much easier.

  • Raymon - 2012-10-27 09:52

    It's like putting a Nike shoulder patch on Batman's outfit, or Superman wearing a 'Jocky' underpants over his pants.... It's just wrong :(

  • thato.seloane - 2012-10-28 10:41

    Gin/ vodka used for Martini was a hit in the 60's. Bond must be relevant in the 2000's so beer it is.

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