Today : Monday - Sep 22, 2014, 11:47pm (GMT+5.5)
All News  
Top News
National News
International News
Business News
Sports News
   » Cricket
   » Football
Entertainment News
Sci - Tech
Politics News
Health & Fitness
Gulf News
::| Latest News
News in Pictures

Intelligence Bureau Special Director Rajendra Kumar will not be named in the Central Bureau of Investigation's first chargesheet in the Ishrat Jahan fake encounter case, according to sources. Sources say the CBI needs more time to investigate the alleged conspiracy behind the encounter.

Entertainment News

Daniel Craig defends Heineken’s sponsorship of new Bond film `Skyfall`

Thursday - Apr 19, 2012, 12:25am (GMT+5.5)
[+] Text [-]

London - Daniel Craig has come forward to defend a sponsorship decision which will see James Bond drink beer rather than his usual shaken, not stirred, Martini.

The makers of latest bond flick ‘Skyfall’ have signed a deal with Dutch beer company Heineken for 45 million dollars.

The actor has dubbed it as an ‘unfortunate’ but necessary financial move.

“We have relationships with a number of companies so that we can make this movie,” the Daily Mail quoted him as telling website Movie Fone.

“The simple fact is that, without them, we couldn’t do it. It’s unfortunate but that’s how it is.

“This movie costs a lot of money to make, it costs as nearly as much again if not more to promote, so we go where we can.

“The great thing is that Bond is a drinker, he always has been, it’s part of who he is, rightly or wrongly, you can make your own judgement about it, having a beer is no bad thing, in the movie it just happens to be Heineken,” he said.

The release of the movie, which marks 50 years of the film franchise and will open in the U.S. in November, is also set to coincide with a global advertising initiative that will star the actor.

Craig will appear in a television ad campaign, while his image will be printed on limited-edition bottles, to go on sale ahead of the film’s opening.

Skyfall director Sam Mendes will even consult on the direction of the television spot.

Fans of the Bond film franchise turned to Twitter to express their anger at the marketing collaboration earlier this month.

One user, @SipsmithSam wrote: “Well if this isn’t the most maddening piece of news I’ve heard in a while. Ian Fleming would be turning in his grave.’

“Heineken over Martini? Is nothing sacred? 007 ditching the martini ‘shaken, not stirred’ for a Heineken,” @Engekiman added.

Ad far as Heineken USA is concerned, however, the Skyfall partnership promises to be a huge success.

“[James Bond] is a perfect fit for us. [He is] the epitome of the man of the world,” Lesya Lysyj, Chief marketing officer told Ad Age.

Though the Dutch brew is the second largest beer import in the U.S., it seems its brand presence is relatively low. The company hopes this marketing initiative will change that though.

“When we talked to consumers we found out they don’t actually really know a lot about us,” Lysyj explained.

“The combination of the substance and style is going to be really powerful,” Lysyj added.


Rating (Votes: )   

blog comments powered by Disqus

Other Articles:
Cameron Diaz turns nutrition educator (19th Apr, 2012)
Brad Pitt proposed to Angelina Jolie at Christmas (19th Apr, 2012)
Katy Perry wants Russell Brand back (18th Apr, 2012)
All my ex girlfriends still like me, says Simon Cowell (18th Apr, 2012)
Madonna’s new scent will smell like `good old whiskey` (18th Apr, 2012)
Lady Gaga ‘rarely parts with a penny’ (18th Apr, 2012)
Priyanka being paid less than Ram Charan for `Zanjeer` remake (18th Apr, 2012)
Now a festival on Buddhist philosophy, aesthetics (18th Apr, 2012)
Be Bollywood's 'Chosen One'! (18th Apr, 2012)
King giggles at dating rumours with Prince Harry (18th Apr, 2012)
I was molested as a child: Vanessa Williams (18th Apr, 2012)
Tabu wraps up 'David' (18th Apr, 2012)
Don't insult Indian audience's intelligence: Nikhil Dwivedi (18th Apr, 2012)
Robert Pattinson upset by shirtless photos (18th Apr, 2012)
Perry wants Brand back (18th Apr, 2012)
Prateik fulfills grandma's wish to visit Varanasi (18th Apr, 2012)
Cameron Diaz turns nutrition educator (18th Apr, 2012)
Priyadarshan a wonderful director: Hollywood action expert (18th Apr, 2012)
I'm super excited to play Dawood Ibrahim: Sonu Sood (18th Apr, 2012)
Madonna plans second perfume (18th Apr, 2012)
Cyrus hospitalised with knife cut (18th Apr, 2012)
Victoria to launch lifestyle website (18th Apr, 2012)
No movie theatres, but filmmaking a passion for these Saudis (18th Apr, 2012)
Now, Miranda Kerr’s curves available for viewing in 3D (18th Apr, 2012)
RiRi goes topless by flinging off string bikini in sexy Hawaii holiday pics (18th Apr, 2012)

Contact Us | Advertise with Us | Privacy Policy | Disclaimer | Terms of Use