RS: Institutional Context

Quantum of Solace (Forster 2008)

• The film is part of the James Bond franchise and so incorporates many famous actors which increases the profiles of the movie and encourages more people to watch it.
• Eon productions produced the film and it was distributed by Columbia Pictures making it an industrial film.
• When marketing James bond films product placement contributes a huge amount. Companies such as Aston martin, Alpha Romeo, Land Rover, Ford, Heineken Pilsener, Smirnoff, Omega SA, Virgin Atlantic Airways and Sony Ericsson were all present in the film and so helped market the film.
• Coca Cola rebranded Coke Zero as Zero 7 and held a competition setting tasks for customers to complete in which they could potentially win $1,000,000 and a trip to a top secret location.
• The institutional context is evident to the production values of the opening due to the many explosions and crashes that are present. Due to the opening being a car chase involving a number of expensive fast cars the many shots that were captured had to be filmed expertly with the help of high value equipment.