Back to IndieWire

Daniel Craig On The Heineken/’Skyfall’ Relationship: “It’s Unfortunate But That’s How It Is”

Daniel Craig On The Heineken/'Skyfall' Relationship: "It’s Unfortunate But That’s How It Is"

Is multi-tiered corporate sponsorship the way of the future for cinema? Will it go beyond basic product placement and something more nefarious that seeps deep into the narrative of the picture? Will Taco Bell burritos with a deliciously disgusting Doritos taco shell become a plot point in “Transformers 4“? Undoubtedly you’ve heard about the sponsorship deal the new 007 film “Skyfall” made with Dutch beer conglomerate Heineken — a relationship thought of dubious to most fans of James Bond because of the secret agent’s well-renowned love of martinis, not Dutch beer. 

Now corporate sponsorship isn’t anything really new in film, but it has been ramping up in recent years, perhaps most tellingly with the myriad of brands (U.S. military, General Motors, Nascar) featured in Michael Bay‘s “Transformers: Revenge of the Fallen.” The more expensive the blockbuster, the more extra scratch you need. In a 2011 interview with ForbesBay estimated it would have cost Paramount $10 million more if he hadn’t partnered with General Motors and the U.S. military to receive free cars, helicopters and other toys to destroy at his will. Now some will lament the fact and some (like Bay we assume) will fully embrace it.

And for Daniel Craig, the star of “Skyfall”? Well, he sounds like he’s in the former camp, and in a recent interview with the New York Times, suggests the sponsorship is a (possibly regrettable) neccesary evil. “We have relationships with a number of companies so that we can make this movie,” he said. “The simple fact is that, without them, we couldn’t do it. It’s unfortunate but that’s how it is.”

“This movie costs a lot of money to make,” he added. “It costs as nearly as much again, if not more, to promote, so we go where we can. The great thing is that Bond is a drinker, he always has been. It’s part of who he is, rightly or wrongly; you can make your own judgment about it. Having a beer is no bad thing; in the movie it just happens to be Heineken.”

Damn, sounds like the narrative of the character has been adjusted. Bond fanatics? Your move to judge.

This Article is related to: News and tagged ,



Let us not forget about Tommorrow Never Dies… aka: the first movie in film history to have its entire budget be covered in product placement campaigns.

From IMDB: "Product placements, brand integrations, promotional tie-ins and sponsorships for this movie include BMW in their second film in a three picture promotional deal; L'Oréal Cosmetics; Heineken Beer; Dunhill; Ericsson Cellular Phones; Omega Watches, James Bond wears an Omega Seamaster watch; Smirnoff Vodka i.e. Smirnoff Red label Vodka; Brioni Clothing; Bollinger Champagne; Avis Rental Car Hire; and Electronic Arts' tie-in video-game, Tomorrow Never Dies. This is the first movie in film history to have its entire budget be covered in product placement campaigns. Various companies each chipped in enough in endorsements to allow for the film's $100 million budget."

Daryl Hannah

Playlist writers' lives began at Little Miss Sunshine.

Bond has always been a product whore. It's just usually been cars or more recently… Sony laptops. (Sideshow Bob getting hit by a rake noise)

Also plenty of movies in the 80s were filled with product placement. So no. I don't think this is a sign of things to come.

Chico Ninja

Is it me or is Horrible Boses a funny, 90 minute ad for the VW Jetta?


There are ads in existence of Pierce Brosnan selling Heineken as Bond. So nothing new, really.

tristan eldritch

HEINEKEN!?! Fuck that shit!

(sorry, somebody had to say it)

Frank Booth

Heineken?! Fuck that shit! Pabst Blue Ribbon!

Your email address will not be published. Required fields are marked *