So, probably the most hyped film of the year, with the largest number of product placements, is out. Yes, it’s James Bond‘s 23rd outing: Skyfall.
Is it worth the hype? IMHO, a massive yes. It’s not only the best of the Daniel Craig films, but possibly the best Bond film ever.
Yet another film review is pretty pointless. There are hundreds out there already, but as a PR bod with a tech bent, I would say that it was interesting to see the development of a young computer hacker, played by Ben Whishaw, as Q.
Skyfall made the point (rather heavy handedly as it happens) that we now live in the internet age, enemies are difficult to pin down and can’t be found on a map, and espionage is more effective using a laptop than a Walther PPK (which is handy, since Sony is one of the sponsors). “I can do more damage on my laptop in my pyjamas than you can do in a year in the field,” says Q to Bond.
So, we’ve had the Social Media Olympics, now we’ve had the Social Media James Bond, with the new Bond baddie posting spies’ names on YouTube. I was half expecting the whole thing to start trending on Twitter, with a Facebook status update (M: “RIP James Bond – best agent ever”… Silva ‘Likes’ this).
And, of course, in the end Silva was bound to find Bond in Scotland – M would have checked in to Skyfall on Foursquare (not Bond, he’s a dinosaur, remember).
The other Q related observation I’d make is that Q doesn’t equip Bond with gadgets in Skyfall, apart from a radio tracking device and a personalised pistol. Q says that they don’t do stuff like exploding ballpoint pens any more. I guess this is inevitable. I remember old Bond films when I was amazed that Bond could be equipped with a watch with a magnet or miniature cameras. You can buy better on Firebox these days.
All of which begs the question, why hasn’t Apple got in on the act with the product placements? It’d be perfect match. Unless Bond had to rely on the Maps app, I suppose.