In recent times product placement has become more and more popular being used in anything with air time on our screens from day time TV, documentaries and movies. Product placement is where branded goods or services are placed in a context of being advertised in such things as movies, music videos, the story line of television shows, or news programs. Famous movies and TV shows that are popular for product placement are James Bond, Sex and the City, The Hangover, ET, The Office, Mad Men, Suits and Friends to name a few.
With the release of the 50 year anniversary bond movie “Skyfalls” this month product placement is set to go crazy. When you think of product placement through all the James Bond movies we automatically think of brands such as Dom Perignon, Rolex, Aston Martin and Walther PPK are all naturally linked to James Bond. In recent times they have changed Bonds habits and have changed the regular product placement to new brands which are Heineken, Range Rover and Coke Zero. James Bond has always drunk Vodka Martinis 'shaken, not stirred' since the line first appeared in Ian Fleming's novel Diamonds are Forever in 1956.
But Bond has hit hard times like the rest of the world and has been forced to sell himself to the highest bidders as film-makers MGM have tackled financial difficulties. It is believed that the Bond deal to swap Vodka Martinis for Heineken was worth a massive €35 million. They claim the movie could not have been made without the deal.
Although in my opinion, I do not know if this is the right move for the enterprise especially as it is an iconic 50 year anniversary release. But on the other hand will viewers even notice the difference?
Do you think €35 million was worth MGM changing 007 James Bonds trademark drink for a 50 year symbolic movie or do you think the change is a good for the move?
Nada Mousa- Marketing Advisor J
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