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WATCH: Daniel Craig on Bond Drinking Beer, Product Placement in ‘Skyfall’
Some James Bond fans have been claiming it’s wrong that 007 drinks beer in Skyfall because it’s totally out of character with his Martini-sipping image.
The presence of beer in the film is the result of a lucrative product placement deal that Heineken made with the film’s producers.
Daniel Craig says: “I whore myself out a little bit for that and we get the movie made. People make such a big deal out of it — it’s unfortunate — but we get the movies made and that’s all that matters.”
But one concerned die-hard fan, Sean Kavanagh-Dowsett, who lives in New York, isn’t happy: “Bond’s not supposed to drink beer. Bond’s supposed to have a 54 Dom Perignon, perfectly chilled. I can’t help but think it’s selling out a little bit.”
Craig concedes that product placement is a necessary evil: “I think it is unfortunately, and it’s not like it’s something new. It’s been happening for the past fifty years so I don’t see it as such a big deal.”
But some filmmakers do see product placement as a possible problem in terms of artistic control. They charge an advertiser might try to interfere with what an actor says or does in a scene where their merchandise is being shown.
Product placement deals have been an important source of revenue for Skyfall generating one third of the film’s estimated 150 million dollar budget.