James Bond’s next slice of action, The Quantum of Solace, will be hitting the big screen in the UK on 31st October this year – but, according to the escalating buzz, with a much more selective marketing fanfare than previous recent deliveries.

Sony Pictures has revealed that the 22nd outing of Hollywood’s golden franchise will, apparently, feature markedly fewer brand placements. This comes following the widespread criticism of the commercial nature of 2002′s feature, dubbed ‘Buy Another Day’ by fans and critics alike.

However, despite this supposed u-turn in limitless brand engagement, companies are chomping at the bit to announce their involvement in Quantum – so far including Ford, Heineken, Omega watches, Virgin Atlantic and Diageo-owned Smirnoff. It should also be noted that a similar announcement of ‘increased exclusivity’ was issued in advance of Casino Royale, which nevertheless emerged as equally ruthlessly commercial as its predecessor.

Ascertaining the price tag of such deals is a murky area, as the Telegraph explains:

‘The financial relationship between the brands and Bond is complex. The likes of Smirnoff’s owner Diageo does not pay cash to appear. Instead it promises to put its enormous commercial muscle behind the film – essentially paying for Bond’s advertising during launch week.’

Unsurprisingly, Sony is remaining cagey on the exact figures of the respective investments, but we can hazard an educated guess. The current estimated value of associated brands’ advertising campaigns around Quantum stand at around £50m. Buy Another Day indeed.

As ever, what these brands and (possibly with a greater degree of responsibility), Sony need to ensure is the credibility of their inclusion in the movie. Bond fans already seem fairly incredulous about the Ford Ka as the car of choice in Quantum, openly decrying Sony’s ‘obvious product placement’, pleading:

‘a Ford Ka? Come on…Bond can do better than this.’

Not quite the brand message they were aiming for, I’ll warrant.

Sony would do well to learn from previous over-branding and the wider implications it can have, especially when a rival brand takes action. Following the ridiculously blatant presence of Virgin Airways in Casino Royale (where Richard Branson happened to be passing through a security gate in the background of the action), British Airways actually cut the offending scenes from its in-flight showing of the film.

When the movie content itself is compromised, die-hard fans of a franchise are alienated and the branded content is removed altogether, surely nobody wins.

By Lucie Bartlett on August 19th, 2008

Tags: Brand marketing, Branded content, Product placement

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