Wednesday October 28, 2020

Business of Media: Skyfall tie-ins are a licence to make a killing

The new James Bond movie is getting rave reviews, but there's been a cooler reception for the product placement in the blockbuster, writes Samantha McCaughren.

4th November, 2012
Audiences appear to accept product placement when the content is good enough.

The new James Bond movie is getting rave reviews, but there's been a cooler reception for the product placement in the blockbuster. Skyfall features 007 drinking a Heineken during the film, prompting a lot of discussion on paid-for ads in films and TV both here and internationally.

But the Heineken link-up should be of little surprise for a couple of reasons. First, Bond has been a model of how brands should use product placement for marketing...

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