Let me start by saying I am a massive James Bond fan. I have loved the films since I was a small boy and continue to be excited by any new film that appears in the franchise.
The new films, starring Daniel Craig, are certainly more traditional than some recent films in the series and definitely have more of the original Ian Flemming feel to them.
Having said that, I feel that despite the new films keeping the important traditional components of the insane megalomaniac trying to complete some sort of human race domination, plus the awe inspiring explosions and cinematography, and the great comedy lines, they are neglecting undoubtedly one of the best components for any great bond film: The James Bond gadgets.
It is now more than 50 years since Sean Connery first burst onto our screens as the iconic British spy in Dr No,and all through the film franchise we have had Bond gadgets playing a vital part in the success of any mission.
However since the recent relaunch of 007 we have been missing Q and all those brilliant wacky gadgets and gizmos. It has not been since Die Another Day that we have been able to visit that laboratory of ingenious technology and see the beloved James Bond gadgets.
That meant we got no more brilliant gadgets like the invisible car, or wrist guns, or concealed underwater breathing apparatus, or even a rocket cigarette. The reason for this decision was that it was too childish and cartoon-like for the new moodier Bond they wanted to create. It was their film and it was up to the new team in which direction to take the character, but it's definitely upsetting for the gadget lover in all of us.
If it was the case that my beloved James Bond gadgets were simply binned and never used that would be difficult to take but bearable, but what the new films have done is something unholy. The new films have removed Q brilliant gadgets and replaced them with a wicked thing called product placement.
If you look closely at the Bond world now it is no longer a case of him seducing women while winning big at a casino and then driving away in his sports car just before a near fatal explosion. It is more likely that he will seduce an Armani dressed women by buying her a DQ vodka cocktail, flashing his Tag Heuer watch at the screen, signs the bar tab with his Mont Blanc pen, before speeding away past a Coca Cola sign. Yes a word from our sponsors has now become their products gratuitously placed all over the film.
New reports are now claiming that 1/3 of the budget for the new film Skyfall is to be paid for out of advertiser's pockets. These are all companies that want their product on the screen with 007 when all the actions is taking place.
It is quite unnerving that so much advertising will take place without the general public realising it is happening. It is like the time when subliminal advertising was used back in cinemas in the 50's to get more people to buy candy and popcorn in the lobby. That was eventually banned for being too covert but the product placement idea is certainly along the same lines.
Here is a small game to play the very next time you are watching a movie or television programme. If during the production any of the actors go into a bar or restaurant check out the brand of beer they are buying. It's undoubtedly going to be the same brand that every other guy in the bar is drinking. The shots of the beer are always the same, you'll usually get three or four excellent angles of the actor/actress having the beer held in just the right way in order that no fingers mask that brand name. It's subtle but it is becoming more and more frequent.
So here is the best way to fix this problem in my opinion. Firstly all product placements must be true to the story line. In the example of James Bond there is no point in him carrying around an Amstrad product, even if this company have paid the most, because the British Secret service would never use such a device. In fact are any of us using Amstrad devices?
Secondly, they must bring back Q and his gadgets. I am glad that the new films do have Q in them again and I hope that he will be able to show off all his gadgets and gismos properly. There is no point in bringing him back to be under used.
In conclusion, I am glad that Q is back. I would love him to be able to go into his lab and brief us all on his latest and greatest James Bond gadget, and if I was to get another bug sorted it would be slightly less product placement please.
The new films, starring Daniel Craig, are certainly more traditional than some recent films in the series and definitely have more of the original Ian Flemming feel to them.
Having said that, I feel that despite the new films keeping the important traditional components of the insane megalomaniac trying to complete some sort of human race domination, plus the awe inspiring explosions and cinematography, and the great comedy lines, they are neglecting undoubtedly one of the best components for any great bond film: The James Bond gadgets.
It is now more than 50 years since Sean Connery first burst onto our screens as the iconic British spy in Dr No,and all through the film franchise we have had Bond gadgets playing a vital part in the success of any mission.
However since the recent relaunch of 007 we have been missing Q and all those brilliant wacky gadgets and gizmos. It has not been since Die Another Day that we have been able to visit that laboratory of ingenious technology and see the beloved James Bond gadgets.
That meant we got no more brilliant gadgets like the invisible car, or wrist guns, or concealed underwater breathing apparatus, or even a rocket cigarette. The reason for this decision was that it was too childish and cartoon-like for the new moodier Bond they wanted to create. It was their film and it was up to the new team in which direction to take the character, but it's definitely upsetting for the gadget lover in all of us.
If it was the case that my beloved James Bond gadgets were simply binned and never used that would be difficult to take but bearable, but what the new films have done is something unholy. The new films have removed Q brilliant gadgets and replaced them with a wicked thing called product placement.
If you look closely at the Bond world now it is no longer a case of him seducing women while winning big at a casino and then driving away in his sports car just before a near fatal explosion. It is more likely that he will seduce an Armani dressed women by buying her a DQ vodka cocktail, flashing his Tag Heuer watch at the screen, signs the bar tab with his Mont Blanc pen, before speeding away past a Coca Cola sign. Yes a word from our sponsors has now become their products gratuitously placed all over the film.
New reports are now claiming that 1/3 of the budget for the new film Skyfall is to be paid for out of advertiser's pockets. These are all companies that want their product on the screen with 007 when all the actions is taking place.
It is quite unnerving that so much advertising will take place without the general public realising it is happening. It is like the time when subliminal advertising was used back in cinemas in the 50's to get more people to buy candy and popcorn in the lobby. That was eventually banned for being too covert but the product placement idea is certainly along the same lines.
Here is a small game to play the very next time you are watching a movie or television programme. If during the production any of the actors go into a bar or restaurant check out the brand of beer they are buying. It's undoubtedly going to be the same brand that every other guy in the bar is drinking. The shots of the beer are always the same, you'll usually get three or four excellent angles of the actor/actress having the beer held in just the right way in order that no fingers mask that brand name. It's subtle but it is becoming more and more frequent.
So here is the best way to fix this problem in my opinion. Firstly all product placements must be true to the story line. In the example of James Bond there is no point in him carrying around an Amstrad product, even if this company have paid the most, because the British Secret service would never use such a device. In fact are any of us using Amstrad devices?
Secondly, they must bring back Q and his gadgets. I am glad that the new films do have Q in them again and I hope that he will be able to show off all his gadgets and gismos properly. There is no point in bringing him back to be under used.
In conclusion, I am glad that Q is back. I would love him to be able to go into his lab and brief us all on his latest and greatest James Bond gadget, and if I was to get another bug sorted it would be slightly less product placement please.
About the Author:
The new Bond films starring Daniel Craig are brilliant but what happened to the great James Bond Gadgets that we adored so much? Here is a list of my favourite bond gadgets made throughout the film franchise.
