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Sony had to fight really hard to get an Xperia phone into James Bond's hands for 'Spectre'

Written by Andre Yoskowitz (Google+) @ 26 Apr 2015 22:02 User comments (14)

Sony had to fight really hard to get an Xperia phone into James Bond's hands for 'Spectre' Thanks to WikiLeaks, we have an interesting look into the negotiations that it took Sony Electronics to get their latest Xperia smartphone into the hand's of James Bond for the upcoming Spectre.
Despite the fact that Sony Pictures is producing the film, there was no playing favorites, and Sony will have to pay an exorbitant amount to get the phone featured in Spectre.

Here are some of the emails:

30 September 2014

"The mobile phones seem to be the priority for placement. I know that the phones are Sony's priority as well. I've been asked to have the design team focus on creating an ber modern phone instead of focusing on an existing product."

"I told AMy that we would try to get the phone in the film . I would like for you to send me a photo of the phone that they would like for us to use and Sam will ask the art department to alter it according to his specifications ..we do not want to do it the other way around..I told AMy that if we are to use the phone we would need to get compensation as we would be giving up a potentially huge product placement deal."


Followed by:

2 October 2014

"Barbara wants to get a PLACEMENT FEE for putting the phone in. She understands that Sony is willing to commit to a marketing/advertising campaign of 18MM, but she wants an additional placement fee. In the past, Sony Electronics/Mobile has not paid a fee...but has paid the following:

$18MM Above-the-Line Advertising commitment
$ 5MM Production Budget/Cost including TV, Print, Digital, etc.
$ 5MM Daniel Craig FEE
$ 1MM License Fee to EON for a limited edition Bone phone (which by the way...Sony Mobile never recouped, but paid)

Today...Sony Electronics has so far budgeted the following:

$18MM ATL Advertising commitment
$ 5MM Daniel Craig FEE
$ 5MM Production Budget"


The following email shows that Samsung did not want to let this opportunity slip by, either. More comically, James Bond himself did not think the Xperia line was the best phone out there, and therefore was against using it. Ouch:

15 October 2014

"He said an offer came in from Samsung (it was a fixed placement fee of 5m, and he thought there was also a significant cross promotional advertising spend commitment, he thought 50m).

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"). Having said that, David said if Sony made a fair market offer, that Barbara, armed with a "solid" financial proposal would go to work on Sam and Daniel and get this pushed through creatively. He obviously can't guarantee that result (and he said as much), but he seemed very genuine and forthright on our call."


We don't know yet whether the deal was been settled but future emails seem to suggest Sony did get their way in the end. We will see for sure when Spectre releases.

Source:
Xperia Blog via WikiLeaks

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14 user comments

126.4.2015 22:44

Wow, what a big marketing setup. So, pretty much telling us that if it's good enough for James Bond, it's good enough for you and I.

227.4.2015 13:01

If it's good enough for JB it'll be to expensive for me to afford.I am wondering who takes any notice of the phones used, i can't name any of them


327.4.2015 15:13

Originally posted by scorpNZ:
If it's good enough for JB it'll be to expensive for me to afford.I am wondering who takes any notice of the phones used, i can't name any of them
If price was the only logic then he would have a new iPhone and one of those $10K+ watches. It is pretty clear that no one involved even considered anything from Apple (or Microsoft..but then they probably didn't consider BB either). The choice is between a good Android from a good company and a good Android from a bad company...makes since given that Android is the most hacker friendly platform and a secret agent never knows when he will have to plug into a standalone system to run a magic autohacker app.

Hopefully they at least use a sony with a larger screen; the movie will look very dated in a couple years if he uses something with a little ~5" display. A 30 year old Aston Martin still looks cool. A 3 year old smartphone looks comical...but we are at the point where bigger phones would require bigger pockets and current phones can display video and color as well as film can capture. That means while style will change and at some point we may go to implants or something instead, something like the Note 4 won't experience the techno-aging that makes us laugh at flip phones in movies from less than a decade ago.


427.4.2015 17:46

Sony CEO's are a bunch of total jerks ! In a year or two this phone will be old hat ! Total Jerks !

527.4.2015 21:45

The only time I can remember seeing a movie and thinking, "damn, I want that phone!" was the Matrix... I wanna say it was a Razor, but can't remember.

627.4.2015 22:49

I don't recall buy any Sony phone in the past and this little movie will not gonna do the trick to do so either.
I pass.


Live Free or Die.
The rule above all the rules is: Survive !
Capitalism: Funnel most of the $$$ to the already rich.

728.4.2015 10:35

Originally posted by Mrguss:
I don't recall buy any Sony phone in the past and this little movie will not gonna do the trick to do so either.
I pass.
They are not trying to sell phones to you or I...we research. They are trying to sell phones to the kind of people who think BMW is now the greatest car in the world simply because that's what James Bond currently drives. Sadly, it will probably work. Optimistically, uninformed consumers are 99.999% of apple's consumers, and anything that might hurt Apple sales can't be all bad.


829.4.2015 23:08

Originally posted by DarthMopar:
The only time I can remember seeing a movie and thinking, "damn, I want that phone!" was the Matrix... I wanna say it was a Razor, but can't remember.
It was a Nokia 8110 but had a spring loaded slide cover for effect during filming.

930.4.2015 1:23

You always have FX guys who can cook up a 6" screen phone that can be folded over twice !!!!

Originally posted by KillerBug:
Originally posted by scorpNZ:
If it's good enough for JB it'll be to expensive for me to afford.I am wondering who takes any notice of the phones used, i can't name any of them
If price was the only logic then he would have a new iPhone and one of those $10K+ watches. It is pretty clear that no one involved even considered anything from Apple (or Microsoft..but then they probably didn't consider BB either). The choice is between a good Android from a good company and a good Android from a bad company...makes since given that Android is the most hacker friendly platform and a secret agent never knows when he will have to plug into a standalone system to run a magic autohacker app.

Hopefully they at least use a sony with a larger screen; the movie will look very dated in a couple years if he uses something with a little ~5" display. A 30 year old Aston Martin still looks cool. A 3 year old smartphone looks comical...but we are at the point where bigger phones would require bigger pockets and current phones can display video and color as well as film can capture. That means while style will change and at some point we may go to implants or something instead, something like the Note 4 won't experience the techno-aging that makes us laugh at flip phones in movies from less than a decade ago.
You always have FX guys who can cook up a 6" screen phone that can be folded over twice !!!! Big pocket not required !

1030.4.2015 5:59

Originally posted by KillerBug:

Hopefully they at least use a sony with a larger screen; the movie will look very dated in a couple years if he uses something with a little ~5" display.
What does a bigger screen have to do with being dated or not? Why not have him holding a tablet while we're at it? Has to be bigger than 10 inches, though.

112.5.2015 22:24

Yeah that Nokia 8110 was and would be still cool to have, its funny that having something like that would be so retro cool!
spring loaded or not.


Do you expect me to talk? No Mr. Bond I expect you to Die!

123.5.2015 15:09

Originally posted by Charlieco:
Yeah that Nokia 8110 was and would be still cool to have, its funny that having something like that would be so retro cool!
spring loaded or not.
Look on ebay. I have seen them on there before. Not sure if you can activate it on any carriers currently.

134.5.2015 23:16

i agree too much money for a low need item although there are those long lines every iPhone release..... funny how everyone's old version iPhone breaks day before release of new

that said, u know there will be a placement, the numbers are too big to ignore. I just hope the director and film editor can do better than a 2 second pan staring at a hand holding a plastic flip box


qazwiz is qazwiz everywhere. If you see me say HI!

145.5.2015 15:54

Originally posted by qazwiz:
... although there are those long lines every iPhone release.....
I thought that recently the long lines in front of the apple stores were Chinese exporters instead of normal consumers.
https://www.youtube.com/watch?v=Ef_BznBwktw

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