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You don’t have to pay to watch Coronation Street because the advertisers are footing the bill. So when a movie has more ads than an episode of Corrie, you’d expect you would be able to see that for free too — the new Bond film, Quantum of Solace, is stuffed so full of product placement, everyone should be allowed into the cinema for free.
Even before the movie opens, Barclaycard is suggesting it’s Bond’s credit card of choice and Virgin is apparently ‘Bond’s favourite airline’ — come on, everyone knows Bond flies BA. Even Heineken has got in on the act, offering Bond-themed competitions, despite the great man never drinking anything so déclassé. And that’s all before the massive glut of product placement that is in the film.
It could well turn out that Quantum has beaten the £36m paid to Sony Pictures by firms to appear in Casino Royale.
Omega, Aston Martin, Sony Ericsson, Sony Vaio, Volvo, Range Rover and the new Ford Ka all feature. There are also glimpses of Coca-Cola Zero and even a company that leases private jets, Ocean Sky.
So when you get to the cinema, I’d suggest you ask the ticket desk if you can just go in for free. I’m sure they’ll agree.
