Sony Pictures Signs Promotional Deal with Heineken for 'Casino Royale'
 According to The Hollywood Reporter, Sony Pictures Entertainment has signed a six-figure promotional partnership with The Netherlands-based Heineken Brewing Company to showcase the company's product in the upcoming James Bond action thriller 'Casino Royale.'
Promotional activities will include heavy product placement in the film, to include scenes with new James Bond actor Daniel Craig drinking the beer. While the on-screen placements seem to counter the "shaken not stirred" vodka martini image usually seen in Bond flicks, it may work well with the new tougher, "man's-man" approach the producers are taking with the Bond character. Plans are also in the works for a special tie-in commercial starring Bond girl Eva Green, which will be directed by Oscar-winner Stephen Gaghan ('Syriana,' 'Traffic'), who will have access to the actual production sets for the ad.
No word yet as to how this new beer-swilling, Bond will sit with fans, but the initial backlash to Craig's casting seems to be cooling. On the promotional side, the number of official partners has been cut back significantly from 2002's 'Die Another Day,' which was criticized for going over the top with irrevelant tie-ins. Smirnoff will remain the offical vodka for this installment, will produce a custom commercial, hold an on-pack promotion tied in with the film's release.
The James Bond franchise has grossed nearly $1.3 Billon dollars domestically since the release of 'Dr. No' in 1963, according to Box Office Mojo. 'Casino Royale' hits theaters November 17th.
Bizarre Product Placement: James Bond to Drive a Fiat Econobox
According to an article on Bloomberg, James Bond will slip behind the wheel of, ahem, a Fiat Panda:
The Fiat Panda, one of Fiat SpA's cheapest models, will make its screen debut in the next James Bond film due in 2006, replacing the luxury cars typically used by the secret agent such as Aston Martin's V12 Vanquish.
The Panda, which is priced from 12,490 euros ($15,379), 21 times less than the Vanquish, will have cinema's most famous secret agent behind the wheel in ``Casino Royale,'' the latest installment of the James Bond saga.
According to the article, Fiat didn't have to pay any placement fees, and just has to provide multiple cars for the production. If this is indeed true, it looks like a major marketing coup for Fiat and a mjor miscue for whoever's marketing the Bond franchise. Any way you look at it, Q is going to have to work some major miracles to make this econobox look even half-way cool. [Via Bloomberg.com: Europe]
Did Excessive Product Placement Help Sink 'The Island'?
Jeff Greefield makes an interesting point over at Product Placement News today: As product placement becomes more ubiquitous, film critics are much more likely to seize on films that take it too far -- especially when they don't like a film anyways. They list many examples of this point in action -- here's an especially vicious attack:
Chris Hewitt at the Pioneer Press: Bay also goes along with perhaps the crassest product placement in movie history — a perfume commercial so blatant that it pulls you out of the movie — and follows that up with a love scene that makes no sense and a character reversal so unmotivated that it may make you want to pull yourself out of the movie.
That's just a sample -- visit Rotten Tomatoes and read a few of the reviews -- you'll see just how often the critics bash the product placement in the film.
Other recent films that have gorged on product placements recently include the Herbie flick and even Bad News Bears -- I would have expected an even greater backlash against these films given their positioning as family fare.
[Via Product Placement News]
Product Placement Firm Auctions Movie Placement Spot on eBay
Film Rotation points out that product placement company Movie Placement is auctioning off a product spot in a $30 million Liam Neeson movie. The starting bid is $24,999. Here's some of their eBay ad:
MoviePlacement.com was recently contacted by the producers of a upcoming Liam Neeson movie. Set to have a $30 Million USD+ budget. I will be in L.A. next week to discuss closing product placement deals for this film. If you have a product, service, or logo, we can get you in this film. Set to start filming in September 2005.
Note: No tobacco products will be accepted. Your product or service must have been available in the 1980's to qualify.
Okay -- I was scared that it was for the Abe Lincoln movie for a second...
[Thanks to Chris at Adjab]
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