"I wonder how much they paid to have their car in that film.” It’s a thought that often arises when a shiny new model is driven by a big-name actor. Surprisingly, the answer is almost always ‘nothing’, and it’s all down to the art of product placement and secrecy befitting a spy thriller. Back in the day, product placement of cars was more luck than data-derived judgement.
A contract is drawn up between the brand owner and the production company or the broadcaster; there will be a certain level of coverage guaranteed. “With films, it’s a misconception that there are big cash sums paid by car manufacturers to film makers. Vehicles are seen as payment in kind. So with Bond, for instance, Aston Martin provides cars for filming – some normally rigged, some 4x4-ed and some just shells.