Daniel Craig: James Bond Heineken deal a necessary evil
James Bond is famous for his love of martinis, but the new film Skyfall will have him sipping a decidedly frothier beverage. Why the switch? Read on to find out.
Our favorite spy is switching things up in the latest James Bond installment. If you expect to see Daniel Craig sipping his classic martini in Skyfall, be prepared for a huge surprise when he reaches for a Heineken instead!
Why the odd switch? It's called product placement, and it earns big money for the studios. While some fans are crying foul, Daniel Craig says it is all about the business side of show business.
"We have relationships with a number of companies so that we can make this movie. The simple fact is that, without them, we couldn't do it. It's unfortunate but that's how it is," Craig told Moviefone.
The deal, which brought the production somewhere in the neighborhood of a reported $45 million, will pay for a lot of craft services and the hefty salaries of the movie's stars like Craig himself, Javier Bardem, Ralph Fiennes and Dame Judi Dench.
"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," Craig said. "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 judgment about it. Having a beer is no bad thing, in the movie it just happens to be Heineken."
Nothing like a nice cold one after a long hard day chasing after international terrorists and various other baddies, right?
Look for Daniel Craig drinking his Heineken when Skyfall hits theaters Nov. 9, 2012.