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.
‘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.
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.
In the pre-Olympic build up numerous sponsors and PR’s held media events attracting the world’s press keen to talk to the stars. Ben Shpigel from The New York Times appears to have been to a few such events and is not always clear what the links are between the stars, the sponsor and the event. Nutini’s song ‘New Shoes’ is used on Puma’s ATL campaign and Bolt fronts Puma running across their marketing campaign, so there is at least some validity behind the joint press conference (even if some of the journalists may not have immediately got it).