Not bad going considering that the movie gave Macallan a whopping $9,000,000 worth of exposure value.Īll in all, around $200 million in product placement was accepted by the Skyfall production from the likes of Sony, Adidas, Heineken and the usual luxury car brands.
To rub salt (and a dash of lime) into the wound, another branded drink is portrayed prominently during the movie for seemingly no reason Macallan’s whiskey didn’t pay a cent for the product placement, and weren’t even aware their tipple was going to be featured so heavily aside from granting a permission request to use the brand. To help you spot it, we’ve timestamped the video above to the exact moment that Heineken sort of gets featured… with Bond’s hand obscuring the label. When the movie was finally released, Heineken’s appearance – for which they paid $45,000,000 – was a blink-and-you’ll-miss-it affair. Turns out there was very little to worry about. Responding to the charges that the franchise had sold out to jarring product placement, current Bond actor Daniel Craig simply responded: “It’s unfortunate, but that’s the way it is.” When news broke that James Bond was set to sip from a Heineken bottle rather than the iconic martini glass in Skyfall, 007 fans got more than a little shaken (sorry). With this in mind, the New York Film Academy‘s film school department in Los Angeles decided to put together a list of some of the most expensive, ridiculous and less-than-subtle examples of product placements in movies. The answer? Put the ads in places where viewers can’t skip them.Īs a result of the above, TV shows still account for 71.% of the product placement market, but some of the best – and most blatant – examples of product placement have come from the big screen. – 78% of marketers feel that TV advertising is sharply declining – 90% of people watching pre-recorded media skip the ads – 66% of viewers skip, mute or otherwise ignore TV adverts Some key figures (from Bloomburg Business): It’s already becoming comparable to the $64 billion spent in traditional TV advertising, although in one respect there’s a big difference: traditional advertising is failing. Product placement is such big business that it has become an industry of its own, with around $14 billion being paid to shoehorn real-world brands into the fictional worlds we see on screen.
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