Heineken reportedly paid $45 million for 'Skyfall' product placement

TheCinesthetic says Heineken reportedly paid $45 million for placement in 2012's 'Skyfall,' building on a Bond partnership dating to 1997's 'Tomorrow Never Dies.' Daniel Craig appeared as Bond in a Heineken commercial for the first time, part of a campaign that ran in more than 170 countries. Craig defended the deal, saying commercial partners helped fund expensive Bond films and their promotion.