The Australian are reporting that $45million of the next Bond film's budget will come from product placement and brand partner sponsors.
That's a third of the whole budget and will break the world record for the highest ever to be contributed to a film. The previous record was held by Minority Report which had $20mil for product placement, so Bond 23 is easily doubling that.
Personally I'm not too bothered by product placement in films in moderation, as long as it's not over-the-top and the right brand partners are chosen that fit with the tone of the film/character. I understand it's a source of income to help a film through production and I'd rather see James Bond use a branded phone if the money generated contributes to paying for a spectacular set-piece.
The main problems occur when the sponsors look out of place in the film or start affecting the storyline. I imagine with over a third of the budget coming from brand partners they will potentially have a big say in the direction of the film or how their products are seen, so we'll have to see how it turns out...
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