London: From bottles of Heineken to speeding BMWs, thousands of people packing cinemas to watch the latest James Bond flick ‘Skyfall’ have to first sit through 30 minutes of adverts and previews before the film starts.
Five of the adverts feature the secret agent, including ones for Heineken, Omega watches and a Bond aftershave.
Even before Adele’s opening theme, the iconic 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,” the Daily Mail quoted one fan Vikki Ross as tweeting.
“Wow, sickening number of Bond product placement ads,” another, Jayne Rodgers, tweeted.
Many grew even unhappier once the film began and were irked by seeing Bond enjoying Heineken instead of his trademark Martini, and by the frequent use of Sony products.
“My Skyfall highlight was the obscene amount of product placement and Bond themed ads,” Alexander Badrick tweeted.
“I hope James Bond isn’t going to be eating a Subway cheese and pickle baguette and drinking Diamond White – all in the name of product placement,” another user, Alex Woolfall, tweeted.