Entertainment News
- 3 October 2012, 14:01
Daniel Craig defends Heineken placement in Bond
Daniel Craig has defended the Heineken product placement in Skyfall, crediting the beer company with helping to finance the new James Bond movie.
Fans and critics alike were upset when producers announced 007 would be swapping his signature martinis for lager, claiming a sacred tradition had been broken.
However, Craig insists the latest blockbuster could not have been made without the funds generated by the marketing deal with the Dutch brand.
He tells Vanity Fair magazine, "A movie like this costs $118 million to make - it's the nature of it, the size of the movie. And it costs another $200 million to sell it. So the $200 million has to come from somewhere.
"Product placement, whichever way you look at it, whether you like it or you think it's disgusting or whatever, it's what it is. Heineken gave us a ton of money for there to be Heineken in a shot in a bar... Without them, the movie couldn't get sold."
Craig insists the superspy doesn't discriminate when it comes to booze: "He likes a lot of drinks - Heineken, Champagne. It's all in there."
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Simon .
2:15pm on 3/10/2012
who cares what he drinks - no one made a fuss when bond drove other cars that the "iconic" Astin Martin... if you're a real purist you should get upset because he didn't drive the supercharged Bentley as in the books! As long as the film is good who cares if he chugs a beer or two - they're better when you're thirsty than martinis all the time!