A View to A Kill

If the world is remotely like " Quantum of Solace", then Ford would not be reporting a loss in their latest quarterly report. In such a world, every secret agent drives an Aston Martin, every police force employs a Land Rover and every sinister character prefers the rugged Range Rover as the Bad Mobile.

Such is the power of product placement these days that your correspondent fails to find the Bond-ness of "Quantum". Afterall, none of the old formula remains. Gone are Q, Moneypenny and even the trusted "Bond, James Bond" routine. The ol' boy is no longer the last bastion of the upper class. He goes mass market by driving the - no surprise - Ford Focus and Ford Fiesta.

If this were not a 007 movie , would your correspondent even bothered? The sad answer is : probably not. Take out the franchise and what we have is pure and simple an action movie. And not a good one at that. The story are nowhere as good as Bourne trilogy for example (come to think of it, does the scene of our MI6 man chasing agent Mitchell over rooftops remind you of a similar scene in the last Bourne movie?).

If the direction continues like this, it is likely the License to Thrill need to be revoked. The franchise need to say No but with sufficient verbal dexterity to learn Never Say Never in coping with commercial pressures. After all, The World is Not Enough for too many changes On Her Majesty's Secret Service. One view of this movie is enough to kill the franchise.

Perhaps to make the point, the original 007 , Sean Connery makes an appearance as the Louis Vitton advert in the same week that "Quantum" makes its debut. Coincidence? I expect you to think, 007.