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A quantum leap in product placemen

world Updated: Sep 30, 2008 23:55 IST
Vijay Dutt

The latest Bond film Quantum of Solace, set to release next month, is being promoted as one breaking with tradition.

Daniel Craig will not ask for his martini, “shaken, not stirred”, and won’t announce that he is “Bond, James Bond”.

But at least one 007 tradition is going strong: the movie is expected to have more paid-for corporate product placements than other Bond movies before it.

Bond will be seen driving his customised Aston Martin wearing his Omega watch and possibly sipping from a bottle of Coca-Cola Zero. His laptop and mobile phone will be a Sony while even his love interest is in on the act — she’s drives him around the streets of Panama in a more female-friendly Ford Ka.

The number of placements in Quantum of Solace is expected to exceed even that of 2002’s Die Another Day, which featured so many products and brands that it was nicknamed ‘Buy Another Day’ by critics. In that film, 20 companies are thought to have paid £44m to have their products shown on screen or to use the Bond brand in advertising. That amount fell to six companies paying an estimated £36m in 2006’s Casino Royale.

The film’s producers, Eon, are tight-lipped about exactly who paid what for the endorsements.

But perhaps the biggest sponsorship deal is a new one involving a British private jet company, Ocean Sky. It lent five of its jets, which are valued at £100m, to Eon Productions, which were used to fly the cast and crew out to Panama for a week.

The company usually charges £5,000 per hour for the planes, putting the cost of the deal at around £600,000. In return Ocean Sky will feature eight times in the film.