In 2020, a Nokia executive teased a partnership between the company and the latest James Bond film to show off the latest Nokia smartphone of its time, which was 2019.
The 007 movie No time to die Originally scheduled to hit theaters in April 2019 until the departure of the film’s original director and co-writer Danny Boyle resulted in delays. James Bond would be further pushed back after the start of the COVID-19 pandemic. The film was slated for release in April 2021 until a more recent delay was announced.
A report of The sun cited industry insiders who knew at least part of the reasoning behind the film’s latest delay. It has been reported that the branding agreements the brands have made for the film, which was partially shot in 2019 in 2020, would feature technologies and products that would be well outdated when it comes out in 2021.
But by the time the movie releases now, it will look like Daniel Craig and everyone else in the cast is wearing something that has been out for ages. This is not really the point of these offers[…] Big tech companies want stars to have all the new products coming to help them promote them and sell them to fans. […] This means that some scenes will need to be carefully edited and reviewed to bring things up to date. “- film industry insider
Nokia’s 8.3 5G smartphone was supposed to be featured in the movie, but the placement of this item, along with other Adidas shoes, Bollinger Champagne, and Omega watches, would all have outdated products featured in the movie. The Nokia 8.3 would go on sale in October 2020, which is already too outdated, even for James Bond.
One can imagine that film sponsors – brands whose products are featured in the film – would much prefer to see their products appear on large screens in theaters. It’s contracts like this that give brands the power to delay films on the sponsor’s primary focus: showing their latest products throughout the film. We wonder which device Nokia will update to the Nokia 8.3 that was originally supposed to be in the movie. Nokia’s 7.2 smartphone (released in September 2019 and pictured below) made an appearance in the official trailer for the film.
The film’s delays shocked fans of the franchise. No time to die is actor Daniel Craig’s latest James Bond film, and before fans can find out who the next James Bond will be, the current film has to be released first. In the meantime, products placed throughout the film must be carefully retouched, re-shot, or re-released with newer products from branded deals for the film’s October 2021 release date.