BBC ‘Skyfall’ Video

1. Watch the BBC report on ‘Skyfall’ and answer these questions.

a) What’s another word for ‘products’?

b) What products does the Bond fan think 007 should have?

c) What is Bond’s ‘trademark’ drink?

d) What is the estimated budget for ‘Skyfall’?

e) How much of that budget came from product placement deals?

f) What’s another word for ‘beer’?

g) What is Daniel Craig’s view on product placement?

h) Why are some film directors opposed to product placement?

2. Now look at the transcript and see if you can explain/translate the phrases in bold type.

BBC Skyfall Video – Transcript

REPORTER: Product placement in which companies pay millions to have their merchandise displayed in films is a tradition in Bond movies. But bringing Heineken into the mix in both this TV advertisement and more specifically in the film itself just isn’t right say some Bond fans. To them placing Aston Martin cars in 007 films is fine, it goes with Bond’s image, but not beer.

BOND FAN: Bond’s not supposed to drink beer. Bond’s supposed to have a ’54 Dom Perignon, perfectly chilled, he’s supposed to have a fantastic Aston Martin. I can’t help but think it’s selling out a little bit.

REPORTER: At one point in between the action in Skyfall, Bond does drink his trademark Vodka martini; the presence of beer in the film is subtle. The producers got big dollars from Heineken. It’s been reported that a third of Skyfall’s estimated 150-million-dollar budget came from different product placement deals.

REPORTER: What are your views on product placement? The fact that Bond actually drinks lager in this film?

DANIEL CRAIG: You know, it’s a necessity. People make such a big deal out of it, but it will, you know, it’s unfortunate but we get the movies made, and that’s all that matters, and, you know, I’m not, you know, I whore myself out a little bit for that, and we get the movie made and so what? Everybody wins.

REPORTER: It’s a necessary evil in a way.

DANIEL CRAIG: I think it is, unfortunately, and it’s not like it’s something new. I mean it’s been happening for the past fifty years so, you know, it’s, I mean, I don’t see it as such a big deal.

REPORTER: But some directors do see product placement as a big deal because of the impact it can have on artistic control during film-making.

ROGER MICHELL, FILM DIRECTOR: The, you know, the tail begins to wag the dog and the friendly person who gives you your product placement money will then be on set saying, “Would it be possible if that character didn’t actually say that while he’s holding my thing”, you know, etcetera, etcetera.

REPORTER: The beer product placement in Skyfall has been noted by industry analysts, who point out that the film, which has been getting some strong advance reviews, is just as much a commercial marketing machine as ever. And it’s effective. When it comes to selling products, Bond probably outdoes most other fictional movie heroes. Tom Brook, BBC News, New York.