James Bond director Sam Mendes defends product placement in Skyfall

08:30 26 October 2012

Sam Mendes arriving for the Royal World Premeire of Skyfall at the Royal Albert Hall, London. Photo credit: Ian West/PA Wire

Sam Mendes arriving for the Royal World Premeire of Skyfall at the Royal Albert Hall, London. Photo credit: Ian West/PA Wire

Sam Mendes has defended the use of product placement in ‘Skyfall’.

The James Bond director insists there was “no compromise” artistically in making the British spy film franchise because secret agent 007 is naturally attracted to alcohol, fast cars and flash watches.

Sam told the BBC: “The producers come to you at the beginning: ‘We have relationships with these six firms - is there anyone you don’t want to work with?

“’Any of these you can’t fit in the movie?’ And you say, ‘No I can’t do those two, these four would’ve been in the movie anyway. He would’ve been drinking in this scene, he would’ve worn a watch.’

“There was no compromise to the film at all using some product placement. If there had been - I wouldn’t have allowed it in.”

Fans have been critical of swapping Bond’s traditional “shaken, not stirred” Martini for Heineken beer, but Daniel Craig has backed the filmmaker’s point.

He branded it a “fact of life”, before adding: “I don’t know what all the fuss is about.”

Long-time sponsor Heineken hosted a star-studded VIP ‘Skyfall’ after party on Wednesday night (24.10.12) at London’s exclusive Cafe de Paris to celebrate 50 years of Bond.

Singer Gin Wigmore kicked off the entertainment and former James Bond ‘villain’ Goldie rocked the DJ decks before rapper Professor Green took to the stage for an explosive set.

Sign up for our news alerts today!

Our editors' picks for the day's top news delivered to your inbox or phone.

Sign up for email alerts Sign up for mobile alerts
1
2 3 4 5 6
7

Latest Stories from SNAP.PA

The Press Association’s education correspondent discusses Labour’s tuition fee plans

Read more

Committee wants to find out ‘and have a better understanding of the eco-systems that will be affected’.

Read more

Clarkson doesn’t think Top Gear is for “for people who wear pink ties”. We fear he may be limiting his audience.

Read more

Promoted content

A look at one of our previous Design Fairs

Chelsea Old Town Hall will be the venue for the renowned Desire Fair from 6-8 March 2015. This stunning mixed media jewellery and silversmithing event where visitors can purchase direct from contemporary designer makers selected from the best in the UK is an event not to be missed.

Take our quiz and find out!

A survey conducted last year revealed that Britain is the fourth sexiest country in the world, with the UK sex toy industry worth an estimated £250 million a year.

What is this?

Near You Now

Don't Miss...

Quizzes

Name the Charlton players from their Wikipedia careers!

Charlton are a club with a rich history and tradition, with academy prospects and club legends stealing the hearts of The Valley crowd.

Read more
Just some funky Instagram photos of London's best borough

Whether your heart belongs in Highbury, you adore Arsenal, or you flirt with Finsbury Park, we’ll test your Islington knowledge with this quiz.

Read more
How well do you know old London?

London’s changed so much over the years but some streets still bear relics offering an insight into the city’s fascinating past.

Read more