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

    TheCinesthetic says the 2012 deal drew controversy when Bond traded his signature martini for a beer.

    cinesthetic.CI
    1 Source, 53m ago, first seen 53m ago

    TLDR

    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.

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    1 Source, first seen 53m ago

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    Combined views

    9.7K

    1 Source, first seen 53m ago

    22 likes2 comments6 saves2 reposts

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    1 Source

    cinesthetic.@TheCinestheticHeineken reportedly paid $45 million for product placement in SKYFALL (2012), and the deal sparked controversy when James Bond traded his signature martini for a beer. But the real story goes beyond those seconds on screen. Heineken had been associated with the Bond franchise since TOMORROW NEVER DIES (1997), making SKYFALL the culmination of a 15-year partnership. It also marked the first time Daniel Craig appeared as Bond in a Heineken commercial, with the global campaign running across more than 170 countries. Daniel Craig defended the deal, explaining that expensive Bond films needed commercial partners to help fund production and promotion. Whether the placement was worth the reported price tag is another question, but it shows just how valuable 007 had become as a global advertising platform.53m
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    1 Source

    cinesthetic.@TheCinestheticHeineken reportedly paid $45 million for product placement in SKYFALL (2012), and the deal sparked controversy when James Bond traded his signature martini for a beer. But the real story goes beyond those seconds on screen. Heineken had been associated with the Bond franchise since TOMORROW NEVER DIES (1997), making SKYFALL the culmination of a 15-year partnership. It also marked the first time Daniel Craig appeared as Bond in a Heineken commercial, with the global campaign running across more than 170 countries. Daniel Craig defended the deal, explaining that expensive Bond films needed commercial partners to help fund production and promotion. Whether the placement was worth the reported price tag is another question, but it shows just how valuable 007 had become as a global advertising platform.53m
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