Daniel Craig Refused $50 Million Android Product Placement in ‘Spectre’
A James Bond movie is a hotbed for product placements. That’s because Bond himself has a rich taste when it comes to cars, watches and everything else and only prefers the luxurious side of life. Bond films are characterized by Aston Martin cars, Rolex and Omega watches and the latest in Q technology. So, there is no way that Bond would be caught with a phone that does not keep with his image.
However, too much product placement can damage the image of the character as well. Which is why the latest James Bond flick, Spectre, has cut down on endorsing products. This also included not giving Bond a smartphone. Both Bond star Daniel Craig and director Sam Mendes refused offers by Sony and Samsung to have Bond stylishly carry their smartphone.
The offers that started with $5 million escalated to $50 million (Samsung’s offer). Samsung was additionally ready to pay $5 million to Craig for being seen using an Android phone in the movie with Samsung’s logo. However, both offers were rejected after judging the phones to be too lackluster for Bond.
“Beyond the $$ factor, there is, as you may know, a creative factor whereby Sam and Daniel don’t like the Sony phone for the film (the thinking, subjectively/objectively is that James Bond only uses the ‘best,’ and in their minds, the Sony phone is not the ‘best’),” wrote Andrew Gumpert, President of Worldwide Business Affairs and Operations for Columbia Pictures.
Another reason behind shunning Android could be because of its cheap image and notoriety for suffering security vulnerabilities like Stagefright that happened only a few months ago. This surely does not keep with the image of an international super-spy.
Spectre has surpassed Skyfall, the previous Bond film, in the opening week at the box office. The film has grossed $80.4 million in UK alone. The movie will hit theaters in India on 20th November.
