Even though it was mentioned last month that the number of promotional partners featured in Quantum of Solace was expected to total around 10, many websites are starting to focus on exactly how big a role product placement will have in this James Bond film.
The Independent has reported that Quantum of Solace may even end up nearing the record total of 20 partners that were featured in 2002’s Die Another Day–a film that some critics labeled ‘Buy Another Day’.
Several companies have already been confirmed for this 007 adventure, including: Aston Martin, Ford Motors, Heineken beer, Smirnoff vodka, Omega watches, Virgin Atlantic, Coca-Cola, Sony Ericsson cell phones and other Sony electronics.
One particular company drawing much of the attention at the moment is Ocean Sky Aviation, who first announced back in May that they had provided a whopping eight jets for Quantum of Solace.
The company’s owner, Kurosh Tehranchian, said: ‘It was a major investment for us financially and in terms of plane usage but it is something we feel will be very worthwhile in terms of the exposure it gives us.’
He continued: ‘The James Bond brand is unique. It is known worldwide, yet it is completely non-controversial: everyone likes it. It was something we felt we wanted to be associated with.’
Andy Payne, global creative director of Interbrand, stated that many companies jump on the opportunity to have their products featured in a Bond film.
Olga Kurylenko will drive a Ford Ka in Quantum of Solace
‘Companies will fight for the rights to be a partner in a James Bond film and they’ll pay considerable amounts of money to get the contract,’ he said. ‘Bond is cool and has kudos and that status rubs off on the products that he is seen to endorse. For a company like Ocean Sky this could be a very good move because even though they have given up the use of five of their jets for a week, they will view the money they will have lost as a good investment in terms of the amount of global brand identification they will achieve and the worldwide audience they will reach.’
Another featured company in the film, Ford Motors, will showcase their new car, the Ford Ka, which is driven by Bond girl Olga Kurylenko.
A spokeswoman for the company said they had been approached by Eon Productions, shown the script, and asked to provide a car for the character of Camille. She further said Ford had paid for the placement, but–as is the case for many of the film’s promotional partners–would not reveal the exact financial details.
The advertising campaign for Quantum of Solace, which begins it’s main marketing push in October, was earlier estimated to be around £50 million ($100 million)–roughly the same amount as the Casino Royale campaign.
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