James Bond is the best. He wears the sickest tailor suits, gets the gorgeous ladies, drives the most elegant, fast, and absolutely timeless cars (and the occasional motorcycle), and uses the smartest, most innovative gadgets to fight the bad guys and save the world.
Except when he doesn’t, because a world crisis gets in the way.
No Time to Die, the latest James Bond film and the final one with Daniel Craig as the slick 007, was initially supposed to come out in theaters in April 2020. Since we all know how well 2020 panned out, it was delayed three times in the hope that the international health crisis would eventually permit an April 2021 release.
Approaching the end of January, it’s now clear that this isn’t doable so, for the fourth time, MGM has pushed the film back – all the way to October 2021. Assuming it does come out then, this means that much of the “gear” shown in it will have become norm, if not obsolete.
Big budget, tentpole productions like Bond make a fortune out of product placement. Off the top of the hat, James Bond’s image is closely associated with cars (Aston Martin, in particular), watches (Omega), alcoholic beverages (Heineken, Bollinger), and gadgets from smartphones to all types of devices that help him in fighting crime. Usually, when these appear on the screen, they’re still to reach the broad public, which makes the movie itself the best ad possible.
Things won’t be that way with No Time to Die, and, according to sources speaking to The Sun, tie-in partners are starting to worry. Reshoots or re-edits will probably have to take place to make the new installment feel as fresh as the previous ones because, honestly, no one wants to see Bond using the equivalent of a flip phone. Nostalgia be damned, 007 has to be ahead of the game in everything.
“The details of the gadgets and things are all kept tightly under wraps, but everyone knows that James Bond always carries the latest kit with him,” says the tipster. “The problem is that some of those things were the very latest models back when they started filming. But by the time the movie comes out now it will look like Daniel Craig and all of the other cast members are carrying something that has been out for ages. That isn’t really the point of these deals.”
Since most these deals are a secret until the movie hits the promo trail, we can’t possibly guess which partners are pressuring producers into updating the content they already have. But we do know that Nokia is among them, plugging the Nokia 8.3 5G and, most importantly, we know that an Aston Martin DB5 never goes out of style. Especially with gatling guns popping out of the headlights.
Elena has been writing for a living since 2006 and, as a journalist, she has put her double major in English and Spanish to good use. She covers automotive and mobility topics like cars and bicycles, and she always knows the shows worth watching on Netflix and friends. Full profile
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