30 mins of ads before Skyfall begins at theatres

Highlights

• James Bond fans in the UK are being forced to sit through as long as 30 minutes of advertisements before the screening of Skyfall at movie halls.
• The 23rd Bond film, which released in the UK on October 26, is being used as a medium to promote a number of brands with a number of commercials and previews being shown long before the opening credits, reported Daily Mail.
• Five of the adverts feature the secret agent, including ones for Heineken, Omega watches and a Bond aftershave. And even before Adele's opening theme, the spy, played by Daniel Craig, appears in an action sequence with the camera lingering on his Omega watch.
• The onslaught of brands prompted many fans to complain on Twitter.
• "Product placement aplenty and Adele hasn't even sung yet," said one.
• Another wrote, "Wow, sickening number of Bond product placement ads. Am sick of 007 and Skyfall hasn't even started yet!"
• Many grew even unhappier once the film began. They were irked by seeing Bond enjoying Heineken instead of his trademark Martini, and by the frequent use of Sony products.
• Heineken had a product placement deal for Daniel Craig's previous two Bond films, 'Casino Royale' and 'Quantum of Solace', but this is the first time he is seen drinking the beer.
• It has not been confirmed how much the Skyfall deal is worth, but before agreeing to it the producers had reportedly already raised 29 million pounds from product placement deals - approximately a third of the film's budget.