MUMBAI: After earning $ 45 million as product placement revenue, Bond 23, the 23rd Bond film has set a new record. Both MGM and distributor Sony have shattered the previous record of $ 20 million set by Tom Cruise‘s Minority Report.

Referring to cars, the super cop raced around the worldwide in an Aston Martin for years before switching over to a BMW. Known for his fine taste in luxury, Bond‘s watches, clothing and other accessories have long been sponsored by those looking for good marketing by association.

In 2006, Forbes noted that Sony had cut back to six brand advertisers in Casino Royale, eschewing them for promotional partnerships and higher costs for those that do put their products in the film. In comparison, Die Another Day had nine partnerships.

Bond 23, starring Daniel Craig will be directed by Sam Mendes.