Daniel Craig’s third Bond film, Skyfall, is hitting cinemas later this year with one subtle changes over previous films – this year’s Bond will have a product-placement love for Heineken. Hope they don’t shake it before giving it to him!
The Dutch brewer reportedly paid $45 million to be a part of the upcoming spy film, an amount that will no doubt help go a long way to help make the final movie. It has, however, caused some Bond fans to accuse the British agent of selling out.
But in true James Bond style, Daniel Craig has come out defending the decision for the moviemakers to take Heineken’s money, telling Moviefone.com that it an “unfortunate but necessary” part of making a movie the size of Skyfall.
Taking a break from the set where the 23rd Bond film is currently in production, the actor explained, “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. He added that “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. 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.
Given that the third Craig Bond film has been delayed multiple times with budget problems, having a beer company invest so heavily in the film is a logical step. And as Craig says, Bond is a drinker. Let’s just hope that the end result isn’t ridiculously over the top.
Skyfall hits Aussie cinemas on November 22.
Nick Broughall is the Australian Editor of TechRadar.com, where he gets to indulge his passion for geekery and the lastest technology. He is also the Editor of EFTM.com.au, where he gets to indulge his passion for manliness, from sampling fine liquor to the joys of growing a beard. It’s a pretty good life, really.