Daniel Craig Defends Product Placement in Skyfall

James Bond drinks Heineken in James Bond 23, but hey, he had to drink something...

William Bibbianiby William Bibbiani


Sometimes, filmmakers on a beloved franchise make decisions that drive the fans nuts. Example: The Teenage Mutant Ninja Turtles are from outer space now, which the internet can't seem to shut up about. But James Bond drinking a Heineken? Is that really such a crime?

Some folks are saying, "Yes," leading current Bond star Daniel Craig to go on record supporting what he calls an "unfortunate" necessity in producing blockbuster entertainment like the latest 007 installment, Skyfall.

In a recent interview with MovieFone, Craig admitted, "We have relationships with a number of companies so that we can make this movie. 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, it costs as nearly as much again if not more to promote, so we go where we can. 

He's right, of course. With Heineken contributing as much as $45 million to the production, there's a good chance that if they hadn't come on board, James Bond might have been stuck drinking a Dr. Pepper or Sunkist instead. Blockbusters like Skyfall (or at least, "intended" blockbusters like Skyfall) cost hundreds of millions of dollars to produce, and even more hundreds of millions just to market. If the production company didn't get some financial help somewhere, the odds of making a profit would be prohibitively low. Unless you like your Bond films free of car chases, explosions and exotic locales, it's something you'll probably have to deal with. He's already helped promote computers, cars and cell phones, after all.

And in the case of Heineken, he's also basically an alcoholic, something Craig also alludes to. He was going to drink something, so it might as well have been a Heineken, and they might have well be compensated for it. Unless you'd prefer they go the Repo Man route, and given Bond a white can with the word "BEER" on it.

"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 judgement about it, having a beer is no bad thing, in the movie it just happens to be Heineken."

Product placement is distracting, but is it a real problem for you? What kind of beer should James Bond drink anyway? We'd love to hear your thoughts in the comments.

CraveOnline will be back with more Skyfall news after we finish our refreshing Coca Colas.