16 September, 2006

USA: Heineken forges ahead a promotional partnership with film-makers of 21st James Bond

Dutch brewing giant Heineken is forging ahead with a ground-breaking six-figure promotional partnership with Eon Productions and Sony Pictures Entertainment for the 21st James Bond installment, Casino Royale, a media report learned September 14 from The Hollywood Reporter. The original work is one of the few 007 adventures written by creator Ian Fleming in which the spy drinks beer.

The Hollywood Reporter said Heineken International's promotional campaign for the film will include a TV commercial featuring Bond girl Eva Green that was directed by Oscar-winner Stephen Gaghan. The ad was shot on the movie's Czech Republic set earlier this year. It marks the first time a commercial product has been allowed access to the actual Bond set to shoot an ad.

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