In a world with nothing much of interest happening (apparently), the internet got all aflutter when it was announced that James Bond would drink a Heineken in Skyfall. People everywhere were freaking the hell out while “news” outlets capitalized on the fact that they have no integrity by plastering misleading headlines everywhere. Just like this one: James Bond Will Swig a Heineken Instead of a Martini. That’s from Time Magazine’s online presence. People used to respect Time Magazine. I say used to assuming that there’s only so much bullshit one can suffer before you stop respecting something. Granted, this is “only” the on-line face of Time Magazine, but hey, it’s a slippery slope, right? Here’s what we know: Heineken has secured a product placement deal with Skyfall. In one scene, James Bond will drink a Heineken. I’m not sure how that translates into “Bond will no longer drink martinis and will instead only drink Heineken beer forever and ever.” I mean, unless you don’t give a shit about accurately reporting stories. Then you might as well headline “Skyfall to feature Heineken Advertising Everywhere and Bond Hates Vodka and Drinks Beer and Also He Might Be Gay Now.” Because why not? Granted – exaggeration. But so is saying Bond is drinking beer instead of martinis.

It’s been a long, shaken-not-stirred run, but according to AdAge, James Bond will be enjoying an ice cold Heineken “at least in one scene.” Skyfall is part of a larger marketing campaign by the booze brand, but there’s a question of whether this changes Bond’s image. But why should it? Bond is the prototypical man’s man. The new slightly-more-Bourne-like era of action where Daniel Craig has taken the reigns has done more to change the character than a simple sip will. Now, if they start having him introduce himself first name first, that would be a real travesty.

Not long ago, the team here at FSR took a look at the wild world of product placement in movies over a series of Culture Warrior articles, sponsored by Doritos. One great point that our own Cole Abaius made in his essay, A Word About Product Placement in Movies (Brought to You Buy Doritos) is that product placement impacts moviegoers in different ways. Some of us are more acutely aware of when we’re being sold to. Others simply don’t mind. What we can all agree on, however, is that product placement is alive and well and very much in existence. As explained by this cool new infographic from the folks at Online MBA Advice, the history of product placement is rich, the future is bright and most of us don’t seem to mind.

In this season of meta (Rubber, Scream 4), Morgan Spurlock trumps all. Leave it to the Super Size Me documentarian, who has made a career out of sacrificing his mind and body for his projects, to humorously sell out his dignity to corporations for the most painstakingly self-reflexive movie of any sort since Adaptation. His POM Wonderful Presents: The Greatest Movie Ever Sold is, yes, exactly what that above-title sponsorship suggests it to be. Rightfully disturbed by the ubiquity of product placement in modern entertainment, Spurlock sets out to spoof that synchronous blend of corporate schilling and art by crafting a documentary about his attempts to accrue corporate sponsors for a documentary about his attempts to accrue corporate sponsors for a documentary. And on and on we go.

Ah, the brilliance of movie marketing — always providing ample opportunities for a schlub like me to make a drug reference in conjunction with one of my favorite on-screen characters.