Famous lines have been ingrained into movie watchers and videophiles minds since the beginning. For example Bruce Willis’ “Yippee ki yay!”, Darth Vader’s “No I’m your father” or James bonds “shaken not stirred”. However this is all about to change, for James Bond anyways. The new Bond flick, “Skyfall” will begin to shake things up with a new catch phrase from the British spy.
Product placement in movies is becoming more relevant in movies however is still being fairly suttle and at times unnoticeable. But the European lager company is going against this. James Bond will no longer ask for the famous vodka martini “shaken not stirred” but a Heineken beer instead. This is all due to a huge deal made by the beer company just so the movie could even happen. The film company MGM had been struggling to make this movie, hence the two year hold off for filming. This struggle was specific to cash. This deal consisted of £28 million for the product placement in the film.
This is important to see the importance of marketing. Marketers have been able to find a situation to showcase their product across the world with high paid actors and actresses, even if it costs a fortune to do so. In this particular deal they saw the potential to not only reach out to all the world with talent, but also to say there beer is the one drank by the promiscuous spy, James Bond.