Craig said:
“A movie like this costs $118 million to make – it’s the
nature of it, the size of the movie. And it costs another
$200 million to sell it. So the $200 million has to come
from somewhere. Product placement, whichever way
you look at it, whether you like it or you think it’s
disgusting or whatever, it’s what it is. Heineken gave us
a ton of money for there to be Heineken in a shot in a
bar… Without them, the movie couldn’t get sold.”
Discussion Questions
1. Some critics have said that the association
with Heineken will damage the Bond brand.
What do you think?
2. What are some of the arguments for and
against product placement. Make a list.