Bond film breaks product-placement record

04/5/2012 | Bloomberg Businessweek

The upcoming MGM/Sony James Bond movie "Skyfall" has shattered one record already: The $45 million raised through product-placement deals more than doubles that attained by "Minority Report" in 2002. But despite the movie franchise's legacy for placement dating back a half century, purists are twittering about a Heineken partnership suggesting that Bond has switched from vodka to beer. Other partnerships are less controversial, among them Mattel, 7UP, Kodak, Calvin Klein, Norelco, Ford, Jaguar, Rolex and Omega.

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