Norway paid NOK 47m (£4.2m) to be included, and it’s likely Italy, Jamaica and the Faroe Islands, which act as key locations alongside London and Scotland, followed suit.

Meanwhile, countries have long competed for the chance to be one of Bond’s destinations, sometimes offering lucrative tax breaks to sweeten the deal.

Other brands to display their products alongside 007 include Camel, Playboy, KFC, 7 Up and Toblerone. The early films featured tie-ins with the airline Pan Am and Smith & Wesson firearms, with Aston Martin coming onboard for 1964’s Goldfinger and the champagne house Bollinger for 1973’s Live and Let Die. Ian Fleming’s novels nod to Gordon’s gin, Bentley and the cigarette maker Moreland, so product placement has long been a self-consciously central component of the franchise. In addition to the costs incurred by the studio and producers, the departures also prompted scrabbling by companies with Bond sponsorship deals, many of which plan campaigns in line with new releases.īond has always been a labels man. Boyle’s exit, along with his co-writer and their script, led to a six-month delay as well as a plot and production overhaul.