Sony’s Blu-ray player bows in Bond
It takes the super spy to find the high-def player still not at retail
By Susanne Ault -- Video Business, 11/30/2006
NOV. 30 | James Bond got a taste of Sony’s Blu-ray player before retailers or consumers.
A prototype of Sony’s much-delayed standalone player popped up in a scene of Casino Royale, which premiered in theaters Nov. 17.
Daniel Craig, playing Bond in the new MGM/Sony Pictures installment, fiddles with the Sony BDP-S1 model while hacking into a Bahamas hotel security system. During the scene, he also slips in a recordable Blu-ray disc.
The product placement, as confirmed by Sony Pictures spokesman Steve Elzer, is unlikely to impact the high-def format war, as the mention lasts just a few moments.
Various home entertainment blogs, including the AVS Forum, have been posting about the Casino Royale Blu-ray placement.
Sony Electronics did pack a number of its gadgets into its sister film unit’s latest project. There also were Sony VAIO laptops and Cyber-shot digital cameras, among other items.
In the run-up to Casino Royale’s release, Sony sponsored a Bond fan sweepstakes, in which contestants won prizes by playing either Blu-ray roulette, VAIO poker, Bravio blackjack or Cyber-shot slots.© 2009, Reed Business Information, a division of Reed Elsevier Inc. All Rights Reserved.