News
Cars, Beer, Electronics Tie-in To 007
Aug. 16, 2008 -- The James Bond films always present a cavalcade of product placements, which audiences come to expect and perhaps enjoy for the glitter. Quantum of Solace, which premieres in the U. S. Nov. 7, presents the usual partners and one unusual entry, Ford’s mini urban car the Ka.
A Ford says lead actress Olga Kurylenko, who the feisty character Camille, drives the little vehicle. Ford also has its Aston Martin, Range Rover and Volvo vehicles in the film
Says a press release from the automaker: “The special Quantum of Solace Ka was created by Ford of Europe’s Design team, in collaboration with the movie’s Oscar ® award-winning production designer, Dennis Gassner. The Ka’s cameo continues Ford of Europe's relationship with the James Bond films, following the debut appearance of the latest Ford Mondeo, in the 2006 blockbuster, Casino Royale.”
A Reuters story headlined “Licensed to Economize” captures the contrast to the usual association with glitzy, fast cars. In the past, the lead Bond character raced around in Aston Martin, BMW and high-performance Mustang automobiles.
Other product placement ties in the next Bond thriller – the 22nd installment produced by the same company -- are with what might called the usual suspects: Heineken beer, Smirnoff vodka, Omega watches, Virgin Atlantic, Sony Ericsson cell phones and other Sony electronics. Heineken is in its fifth Bond film. Smirnoff was in the first—1962’s Dr. No.
This lineup of promotion partners can provide $100 million of media ad spending to support the film. Usually, there are no cash payments except in top categories such as cars and beer, though nobody’s talking about Quantum of Solace pacts. The Ford Ka deal likely would, since it’s important to Ford to get exposure for a vehicle making its automotive debut.
IMDB estimates the film cost $230 million to make, but that seems a bit high. No other estimates are available at this time.
Sony’s in because its Columbia Pictures film studio is a co-owner of MGM, which is home for the Bond films, and Sony/Columbia distributes the 007 spy films now.
FORD PRESS RELEASE
Bond Movie role for New Ford Ka
Brentwood, Essex, August 15, 2008 – The highly-anticipated new James Bond adventure, ‘Quantum of Solace’, will feature a cameo appearance from Ford’s fresh-faced new model, the all-new Ford Ka.
Ford’s cheeky new small car will make its screen debut alongside the film's beautiful but feisty leading lady, Olga Kurylenko. Kurylenko plays Camille, a woman with her own personal mission and who quickly becomes an unlikely ally for Bond.
The 'Quantum of Solace' Ka is unique with metallic gold paint and an exclusive exterior graphics and interior trim combination.
“The new Ka is the perfect match for the character of Camille – adventurous, individual and thoroughly modern,” says Ford of Europe’s Chief Operating Officer, Stephen Odell. “We are delighted that the launch of the film coincides with the launch of such a significant new model for Ford of Europe.”
The special ‘Quantum of Solace’ Ka was created by Ford of Europe’s Design team, in collaboration with the movie’s Oscar ® award-winning production designer, Dennis Gassner. The Ka’s cameo continues Ford of Europe's relationship with the James Bond films, following the debut appearance of the latest Ford Mondeo, in the 2006 blockbuster, ‘Casino Royale’.
Twelve years after the original Ford Ka wowed customers with its modern spirit and what has proved to be a remarkably age-less design, its successor looks set to repeat its impact.
The new model retains all the qualities which made the Ka so popular – compact size, great looks, lively dynamics and fun personality – but presents them in a fresh new package. Further technical details of the new Ford Ka will be revealed closer to launch later in 2008.
‘Quantum of Solace’ is produced for EON Productions by Michael G. Wilson and Barbara Broccoli and distributed by Sony Pictures Entertainment.
Directed by Marc Forster, the film stars Daniel Craig as the legendary secret agent, James Bond and opens in the UK and France on October 31st, then across the rest of Europe during November 2008.
The all-new Ka enjoys the spotlight of its own at the 2008 Paris Motor Show, on October 2.
ABOUT EON PRODUCTIONS
EON Productions/Danjaq, LLC, is owned by the Broccoli family and has produced twenty two James Bond films since 1962, including QUANTUM OF SOLACE. The James Bond films, produced by Michael G. Wilson and Barbara Broccoli, make up the longest running franchise in film history and include the recent blockbuster films GOLDENEYE, TOMORROW NEVER DIES, THE WORLD IS NOT ENOUGH, DIE ANOTHER DAY and CASINO ROYALE. EON Productions and Danjaq LLC, are affiliate companies and control all worldwide merchandising of the James Bond franchise.
EON Productions/Danjaq, LLC, is owned by the Broccoli family and has produced twenty two James Bond films since 1962, including QUANTUM OF SOLACE. The James Bond films, produced by Michael G. Wilson and Barbara Broccoli, make up the longest running franchise in film history and include the recent blockbuster films GOLDENEYE, TOMORROW NEVER DIES, THE WORLD IS NOT ENOUGH, DIE ANOTHER DAY and CASINO ROYALE. EON Productions and Danjaq LLC, are affiliate companies and control all worldwide merchandising of the James Bond franchise.
ABOUT COLUMBIA PICTURES
Columbia Pictures, part of the Columbia TriStar Motion Picture Group, is a Sony Pictures Entertainment company. Sony Pictures Entertainment (SPE) is a subsidiary of Sony Corporation of America (SCA), a subsidiary of Tokyo-based Sony Corporation. SPE’s global operations encompass motion picture production and distribution; television production and distribution; digital content creation and distribution; worldwide channel investments; home entertainment acquisition and distribution; operation of studio facilities; development of new entertainment products, services and technologies; and distribution of filmed entertainment in 67 countries. Sony Pictures Entertainment can be found on the World Wide Web at http://www.sonypictures.com.