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There are two issues with latest Bond film and it hasn’t even been released yet. Most people are already sniggering about the name – the general population being wary of any words that aren’t on Big Brother. (I quite like the name, it is very descriptive of Bond’s state after the death of his girlfriend). The second problem is that of product placement. Casino Royale was rather poor on this front. Not enough cool gadgets, too many lingering shots on products and out of place cars. Bond in a mondeo? He’s not a bloody travelling salesman.

Sony pictures have their work cut out for them if they are truly going to reprise the appeal of Bond. He need to be cool, English and snobby again. Where did the sponsorship from Heineken come from? Speculation about the name is mainly centring on how anyone can incorporate it into a song for the theme tune.