007 fans forced to sit through THIRTY minutes of adverts

[Blowfeld]

Sounds like they put Buy Another Day to shame.

By Laura Cox

From bottles of Heineken to speeding BMWs, recent James Bond films have become notorious for their product placement.

In the spy’s latest outing, however, it begins long before the opening credits.

The thousands packing cinemas across the country to watch Skyfall have to first sit through 30 minutes of adverts and previews, which appear to serve as little more than plugs for the film and its sponsors.

Five of the adverts feature the secret agent, including ones for Heineken, Omega watches and a Bond aftershave.
Adverts for Heineken, Omega and Bond aftershave appear before film screening

And even before Adele’s opening theme, the spy, played by Daniel Craig, appears in an action sequence with the camera lingering on his Omega watch.

The onslaught of brands prompted many fans to complain on Twitter.

One, Vikki Ross, said: ‘Product placement aplenty and Adele hasn’t even sung yet.’

Another, Jayne Rodgers, wrote: ‘Wow, sickening number of Bond product placement ads.

'Am sick of 007 and Skyfall hasn’t even started yet!’

Many grew even unhappier once the film began.

They were irked by seeing Bond enjoying Heineken instead of his trademark Martini, and by the frequent use of Sony products.

Alexander Badrick tweeted: ‘My Skyfall highlight was the obscene amount of product placement and Bond themed ads.’

Another Twitter user, Alex Woolfall, wrote: ‘I hope James Bond isn’t going to be eating a Subway cheese and pickle baguette and drinking Diamond White – all in the name of product placement.’

Heineken had a product placement deal for Craig’s previous two Bond films, Casino Royale and Quantum of Solace, but this is the first time he is seen drinking the beer.

It has not been confirmed how much the Skyfall deal is worth, but before agreeing it the producers had reportedly already raised £29million from product placement deals – approximately a third of the film’s budget.

Casino Royale was ridiculed for a string of clumsy lines that appeared to have been included purely to refer to a product.

In one scene, the spy is asked if he is wearing a Rolex watch.

He replies: ‘No, Omega.’

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[The Saint 007]

Some of the Bond films in the past have had product placement, but it was nowhere near as much or as forceful as the recent ones. The scene in Casino Royale where Craig says he's wearing an Omega watch, was probably one of the worst examples of product placement in a Bond film.

[Daltonite Toothpaste]

The running time of the advertisements for the film clocked in longer than the film itself. Ok, maybe not, but that's what it felt like.

[The Sweeney]

Some of the Bond films in the past have had product placement, but it was nowhere near as much or as forceful as the recent ones. The scene in Casino Royale where Craig says he's wearing an Omega watch, was probably one of the worst examples of product placement in a Bond film.

Product placement in any of the Bond films I have absolutely no issue with whatsoever - if anything I love it. I'm a marketing teams wet dream, as I'm a sucker for buying a movie tie-in product. Fleming introduced this product labelling concept in his novels - Bond had a Rolex watch, a Gillette razor, etc.

As for Skyfall, I didn't see any more product placement than previous outings. It was all pretty much the same level - odd flash of Bond's watch, a lable on a bottle, the quick glimpse of a Viao laptop - nothing unusal to report here.