Nick Nguyen observes that the James Bond movies feature many brand-name consumer items, in addition to cars. From a commercial perspective, he suggests, product-placement fees are welcomed by film studios facing increasing costs to produce such movies.
But 007's vehicles, he believes, have taken on a more crucial role than other products in the movies' popular and financial success. "Bond's recent cars, especially those driven by Pierce Brosnan, serve a commercial objective rather than a narrative purpose," he explains. For moviegoers, "the whole point of buying these cars is to exploit their specific association to the Bond films, wherein the car becomes the ultimate commodification of the Bond experience outside of the cinema and on the roads."
