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MGM and Sony plan to raise $45m for Bond 23 product placement

JamesPageJamesPage Administrator, Moderator, Director
edited May 2011 in Skyfall Posts: 1,380
One-third of the budget for the next James Bond film is to come from brands that will appear on screen, making it the biggest product-placement bonanza in cinema history, reports <a href="http://www.theaustralian.com.au/news/world/more-than-a-word-from-007s-sponsors/story-e6frg6so-1226047962752"; target="_blank">The Australian</a>.

Under a deal struck between the MGM studio and the film's distributor, Sony, $45 million will be raised from companies wanting their brands displayed on screen, says a New York marketing executive.

The figure is twice the previous record, held by Steven Spielberg's Minority Report, released in 2002. Lexus, Bulgari and American Express together paid about $20m to appear in the film.

Although the new production, codenamed Bond 23, is not due to reach cinemas before November next year, when the world's most successful film franchise will be celebrating its 50th anniversary, Sony is already establishing brand "ambassadors" to liaise with potential sponsors including, for the first time, Chinese technology entrepreneurs.

Spending on product placement in US films, television shows and video games tripled between 2004 and 2009, reaching about $3 billion, according to PQ Media, a research company.

Until the recession, Volkswagen and its linked company, Porsche, were spending $210m a year to ensure their cars were driven by screen heroes.

The Bond series has long profited from product placement. The most prominent include the three-film deal signed with BMW in 1995, starting with GoldenEye, for the fictional spy to use its cars.

Fans fear Bond scripts are being distorted by the needs of advertisers to plug products.

Their worries are shared by Morgan Spurlock, director of the documentary Super Size Me, in which he ate only McDonald's food for a month.

In his latest film, The Greatest Movie Ever Sold, exploring product placement, he derides lingering close-up shots of Ericsson phones in the last two Bond films. But he has a "special place in hell" for a scene on a train in Casino Royale in which 007 talked about his Omega watch to Vesper Lynd, his love interest, played by Eva Green. "The fact you are having a conversation about a watch is ridiculous," said Spurlock.

Comments

  • Risico007Risico007
    Posts: 9,843
    OK well i'm not thrilled
  • Samuel001Samuel001 Moderator
    edited June 2012 Posts: 13,355
    Wow, that is a good chunck of the budget! I too, hope product placement doesn't ruin the films anymore than it already has.

    It's great to have the Bond 23 news flowing in once again.

    Nice to see a smaller budget once again.
  • Risico007Risico007
    Posts: 9,843
    Agreed looking forward to more news in the upcoming weeks.
  • AgentJamesBond007AgentJamesBond007 Vesper’s grave
    Posts: 2,632
    I hope B23 won't end up like Die Another Day... otherwise I'm glad that there is new Bond 23 news going on
  • forgotmyusernameforgotmyusername
    Posts: 2,782
    i'm just trying to see what they're going to flog us on the big screen. Sony's Tablet or its NGP - yep an NGP - he's going to look like a geek.
  • BounineBounine
    edited May 2011 Posts: 2,598
    Yeah that line about the Omega in CR is terrible. Worst line in the film. If Mendes has any sense he won't shoot these products in such a way that they are completely in one's face in all their glory. That's something I don't like about Campbell. These products only need to be in the background. Subtlety is the key. One third of the budget ay, maybe that means less will be spent on big action set pieces, instead concentrating on a more down to earth spy thriller where character growth is emphasised over action like in the splendid film 'The Assignment' (1997) (this is how to make a good action/thriller and it still has a decent amount of action!) Pigs might fly too. :)
  • AlexanderWaverlyAlexanderWaverly
    Posts: 2,115
    It appears the Sunday Times (which is a subscription-only site) actually reported this while The Australian is carrying the Sunday Times's story.
  • saunderssaunders Living in a world of avarice and deceit
    Posts: 987
    It was generally accepted that DAD product placement deals were worth $120 million (hence the 'Buy Another Day' media nickname) and if that was indeed correct then this $45 million figure dosen't seem too bad.
    We may dislike product placement but it's an integral part of the financial process needed to ensure that Bond films remain the very best quality action films, and generally now it's too blatant in the films, certinally compared to say Moonraker's '7up' and 'British Airways' billboard's in the ambulance scene.
    I admit the Bond/Vesper Omega exchange was maybe a little obvious but then again if I had a Omega Seamaster I'd be bragging about it in every conversation!
  • Goldfinger1964Goldfinger1964
    Posts: 3
    Wasn't 'Tomorrow Never Dies' completely paid for (100 Million production costs) by product placement??
  • Samuel001Samuel001 Moderator
    Posts: 13,355
    Quoting Goldfinger1964:
    Wasn't 'Tomorrow Never Dies' completely paid for (100 Million
    production costs) by product placement??
    Yes I believe it was, and the first Bond film to have done so as well.
  • Goldfinger1964Goldfinger1964
    Posts: 3
    So does that mean this article is incorrect???
  • SJK91SJK91
    Posts: 1,310
    Gotta finance a film somehow I suppose.

    My favorite shots of Casino Royale:
    http://screenmusings.org/CasinoRoyale/pages/CR_0275.htm
    and
    http://screenmusings.org/CasinoRoyale/pages/CR_0323.htm (Seriously, this one looks right out of a Ford Ad)
    and
    http://screenmusings.org/CasinoRoyale/pages/CR_0327.htm
    and
    http://screenmusings.org/CasinoRoyale/pages/CR_0343.htm
    and
    http://screenmusings.org/CasinoRoyale/pages/CR_0551.htm
    and
    http://screenmusings.org/CasinoRoyale/pages/CR_0840.htm
    and
    http://screenmusings.org/CasinoRoyale/pages/CR_1355.htm
    not to mention
    http://screenmusings.org/CasinoRoyale/pages/CR_1367.htm
    and
    http://screenmusings.org/CasinoRoyale/pages/CR_1425.htm
    and
    http://screenmusings.org/CasinoRoyale/pages/CR_1542.htm
    and finally
    http://screenmusings.org/CasinoRoyale/pages/CR_1425.htm

    Phew.

    Casino Royale is my favorite Bond film, by the way. No, really, it is.
  • jaguar007jaguar007
    Posts: 638
    THe one thing I will say that QoS did better than CR is that the product placement was much more subtle. Hopefully Bond 23 will be as well.

    Of course product placement works to a certain extent for Bond. Although it was not "product placement", Fleming always talked about real world products in his books and Bond's tastes for certain things.
  • LudsLuds MIA
    Posts: 1,986
    Product placement as jaguar just explained can be a positive thing if used subtly and for "cool" products. Having Bond wear a nice suit, a watch, nice shades, specific shoes, use a cool phone is neat.

    Where they have to draw the line is for multiple mentions or views of the same object/logo, and having Bond user/wear those placed products that simply don't fit his style, like driving a Ford, that was a big fail. If you want to place some Ford, make it a background car Bond falls on during a fight, or passes during a chase.
  • DaltonCraig007DaltonCraig007 They say, "Evil prevails when good men fail to act." What they ought to say is, "Evil prevails."
    edited May 2011 Posts: 15,713
    Quoting SJK91: My favorite shots of Casino Royale:

    http://screenmusings.org/CasinoRoyale/pages/CR_0275.htm
    3 product placements in one shot ! :-t
  • Jazz007Jazz007 Minnesota
    Posts: 257
    Product placement has to be the biggest scam on those selling the products in history. Looking at those screenshots from CR, who actually notices the product name as they watch the actual film? I cannot speak for everyone else, but when Le Chiffre looks at his computer I look at the line "British government agent kills unarmed prisoner" and not the "Vaio" or "Bravia" brand names on the screen - only in the screenshot does one notice such things.

    And does product placement work? I am not up to speed on the data but it does not work on me. Did I eat Reese’s Pieces only after seeing ET? No. I also did not get into my car after first viewing CR to drive to the store and pick up a Sony Ericsson phone; nor did I hit the gas station after viewing MR to grab a 7-Up. http://screenmusings.org/Moonraker/pages/Mnrkr_528.htm So yeah, let companies fiance the next Bond film through the off-chance that someone will buy their products - it's their dime.

    But ultimately, product placement is a part of the Bond legacy - Fleming is constantly brand-dropping cars, wines, guns, etc. - so, like it or not, product placement in the Bond films follows suit with the novels.

  • The_ReaperThe_Reaper
    Posts: 1,092
    The movie is being made. That's all that matters. And this means... let me check my math... yeah, the budget is 135mil. That's good news. We've taken down from the bloated, unnecessary 230 of QoS and maybe this will translate to a more character driven spy thriller, rather than an action extravaganza. Good news all around I'd say.
  • MoonrakerMoonraker
    edited May 2011 Posts: 60
    Wow, for some reason I feel compelled to go to a computer store to buy a Vaio. Then use the Vaio to order a new Ford and a Sony Ericsson. @-)
  • JBFan626JBFan626
    Posts: 1,497
    I've said it before and I'll say it again, as long as there is solid script, tight direction and inspired acting, you can have Bond escaping a fortress of torturous Blackberries for all I care.

    But seriously, I agree with what Luds said above, the product placement should enhance the style of the film: for example, Bond's Playboy membership card in DAF or his bottle of Peppar Absolut in NSNA (though I would think Bond would drink something more like Kettle One or Belvedere) or the Aston Martin of course or a fancy suit.

    I do however like watching the old 60's films now and seeing the old billboards from the times like the Kenucky Fried Chicken in GF. It gives the story a time and place.
  • VirageVirage
    Posts: 1,856
    Bond: I'm Going to shoot you with my Walther PPK 7mm
    Baad Guy: No Mister Bond, I'm Wearing my __________ Bullet proof vest




    No Please,No
  • jaguar007jaguar007
    Posts: 638
    Quoting Jazz007: nd does product placement work? I am not up to speed on the data but it does not work on me. Did I eat Reese’s Pieces only after seeing ET? No.
    Well Reeses Pieces sales did skyrocket after ET came out so in some cases yes, product placement does work. In many cases it is just getting you to hear, see or recognize a brand name. The more you see it, the more likely you will remember it when you are looking for that type of product.
  • Jazz007Jazz007 Minnesota
    edited May 2011 Posts: 257
    Quoting jaguar007: Well Reeses Pieces sales did skyrocket after ET came out so in some cases yes,
    product placement does work.
    Right, in that particular instance it did work - although I'm not sure if that was a clear case of product placement, where Reeses Pieces kicked in a few million bucks, or just Spielberg picking something off the grocery shelf. And, of course, that was a more explicate product placement than anything in CR - you can't help but notice the Reeses Pieces in the scene in ET, I didn't notice the "Vaio" logo in CR because I was too busy following the actual plot!
  • jaguar007jaguar007
    Posts: 638
    Quoting Jazz007: I didn't notice the "Vaio" logo in CR because I was too busy following the actual plot!
    The first time I saw CR, it was the scene in the hotel security room where all the monitors and discs were Sony that really stood out to me. The computer in that certain shot pictured above, not so much. I did notice the Vaio when Bond had the laptop on the boat toward the end however.
  • The_ReaperThe_Reaper
    Posts: 1,092
    Thing is, the way they work it in CR feels very natural to me. Things like Sony brand items are common. We see them everywhere. Along with billboards, signs, commercials all the time, etc. I don't see it as a big deal.
  • St_GeorgeSt_George Shuttling Drax's lovelies to the space doughnut - happy 40th, MR!
    Posts: 1,699
    Quoting SJK91: Gotta finance a film somehow I suppose.
    Indeed, especially in the present financial climate.

    I wouldn't be surprised if I probably agreed with many things Morgan Spurlock says, but the fact Bond talked about his watch in CR with Vesper was not ridiculous; it was product placement for sure, but nicely worked into the scene. And they were talking about an Omega, after all... ;)
  • Alan007Alan007
    Posts: 406
    So long as its subtle, those that SJK91 mentitioned I didn't notice very many of them :D
  • SJK91SJK91
    edited May 2011 Posts: 1,310
    http://screenmusings.org/Moonraker/pages/Mnrkr_539.htm

    Please.

    Oh, Moonraker.
  • ZorinIndustriesZorinIndustries
    edited April 2012 Posts: 23
    Bond has been a brand man since Fleming wrote his first chapter.
  • BounineBounine
    edited May 2011 Posts: 2,598
    Quoting Luds:
    Product placement as jaguar just explained can be a positive
    thing if used subtly and for "cool" products. Having Bond wear a nice suit, a
    watch, nice shades, specific shoes, use a cool phone is neat.

    Where they
    have to draw the line is for multiple mentions or views of the same object/logo,
    and having Bond user/wear those placed products that simply don't fit his style,
    like driving a Ford, that was a big fail. If you want to place some Ford, make
    it a background car Bond falls on during a fight, or passes during a chase.
    I agree.

    The problem with Campbell is that he doesn't seem to know how to be subtle in terms of product placement. I watched Edge of Darkness the other night and he had Mel Gibson's character remove two cans of Red Bull from his deceased daughter's bag. He could have just had an opened can of the stuff sitting on the beside cabinet in the background. Forster knows how to keep it more subtle.
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