Blockbuster movies are big money spinners, and not just for the film industry. Consumer product placement is blatant nowadays, whether it’s in popular films like Iron Man or hit TV shows like House, we expect to see strategically placed soda cans, electronic gadgets or the odd pair of designer sneakers.
But when it comes to brand uplift, what could be more powerful than the cool, daring and fearless 007 and his techno-geek sidekick Q?
James Bond is an international icon of sophistication, but fans of the series know that when 007’s wits and charm aren’t enough, he can call on his friends in MI-6’s R&D department. And this is why consumer products manufacturers—like Omega and Sony—love the James Bond franchise so very much.
Beginning with Dr. No in 1962, and throughout the 22 Bond movies—including the latest installment, SkyFall—Bond’s gadgets have played a key role in his adventures. Through the decades, we’ve witnessed Bond tech become smarter and increasingly more complex with each new movie.
Bond’s gadgets are closely aligned with current consumer technologies and trends, and a showcase for things we wish we had but haven’t quite arrived at yet. The homing device in 1964’s GoldFinger for instance was pretty cutting edge tech back then. Now of course we take GPS devices for granted.
The tech devices in SkyFall are thinner on the ground, but Sony made much of its Xperia T smartphone product placement in the movie, coming out with a Bond-themed TV commercial dedicated to its latest line of mobile devices prior to the movie’s opening.
Over 50 percent of Americans now own a smartphone, and there were 821 million smart devices purchased in 2012, with global sales estimated to increase to 1.2 billion in 2013. These mobile technologies and devices have created sweeping changes in the way we communicate and engage with the world around us, and product manufacturers continue to offer us smarter and more complex gadgets.
So what’s in store for the next Bond movie? The Consumer Electronics Show in Vegas last week had some pretty cool gadgets, from the Victorinox pocketknife with 1TB SSD portable flash storage to Sony’s Xperia Z smartphone which can be submerged underwater for 30 minutes. Perfect for Bond’s next underwater fight scene?