No Time to Lose: delayed James Bond movie has a big problem with product placement

London, UK - The much-anticipated new James Bond movie finally has a theatrical release date: October 2021. That's two years later than originally planned and that's bad news for product placement.

Daniel Craig (52) and Ana de Armas (32) in No Time To Die.
Daniel Craig (52) and Ana de Armas (32) in No Time To Die.  © Universal Pictures International France

The first release date was October 2019, then February 2020, then April 2020, then November 2020, then March 2021: time and time again, the release date for the new James Bond: No Time to Die has been postponed.

But the 25th installment in the franchise should finally make it to the big screen on October 8, 2021.

It's been pushed back repeatedly because of the cinema closures due to the coronavirus pandemic.

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But that doesn't mean its troubles are over – the latest headache for the filmmakers concerns product placement. Specifically, the products featured in the scenes filmed so far aren't exactly on the cutting edge anymore.

Product placement deals and major films are usually kept under very tight wraps, but due to the delays some of these products have already hit the market before they got their big screen ad.

According to The Sun, the items that are now old news include Nokia handsets that were released back in October 2020, an Omega watch, and a champagne from Bollinger.

Products in the new James Bond are already old news

This is Daniel Craig's last film as James Bond.
This is Daniel Craig's last film as James Bond.  © IMAGO / UPI Photo

These huge product placement deals make up significant portions of big blockbuster films like this one.

So now MGM is carefully reviewing and editing the scenes in which these products appear. After all, the super spy can't be seen using anything but the latest gadget and advertisers want the newest version of their products in the limelight.

MGM may even have to do some expensive and time-consuming reshooting to keep their advertisers in their good graces.

Now we can only hope that the new Bond will really hit the cinemas in fall 2021 and will not face any further delays.

MGM has already ruled out a release on a streaming service because distribution rights for the film are no longer for sale.

Cover photo: IMAGO / UPI Photo

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