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‘Bond 23’ To Set Record For Product Placement In A Film

Written by on May 2, 2011 

Pom Wonderful Presents Bond 23? Product placement is something that’s been present in film and television for decades, and it can go many different ways. Occasionally funny, other times distracting and often unnecessary, it’s ultimately something that rarely – if ever – works. It has such a big presence that Morgan Spurlock even made a documentary about it (read/see our review here), and I don’t think it’s going away anytime soon. This assumption of mine is only further perpetuated by the following story.

Those of us who’ll see Bond 23 upon its release (which is most people reading this) will have to deal with it one way or the other, as a New York marketing executive told The Australian that one-third of the movie’s budget will be supplied through product placement, and it’ll be the biggest in film history.

According to the story, MGM and Sony have struck up a deal to raise $5 million from companies who wish to have their products appear onscreen. Sony is said to be establishing what’s being referred to as brand “ambassadors” that will establish a relationship with companies, including Chinese technology entrepreneurs, a first time association. This is said to be setting a monetary record for the amount of product placement in a single film, as previous record holder Minority Report is said to have been around $20 million. Think about how much of a presence companies had in that movie, and now double it. That’s actually kind of scary to think about.

And while product placement certainly isn’t a new thing in Bond movies – just think of the Aston Martin’s indelible association with the character – but, like I said, this is a little unnerving. I’m a big fan of the movies, and I can overlook the presence of material items throughout them, but give that a second to sink in: $45 million worth of that. Maybe they’ll be smart enough to efficiently carry that out, but they’ve got a real task ahead of them.

Bond 23 is set for release on November 9th, 2012.

Do you think this is too much product placement for one movie? Do you see it affecting your enjoyment of the final product?

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