cracks between the action, does drink his trademark a vodka martini. the presence of the beer in the film is subtle, but the producers got a big bucks from heineken. a third of the $150 million budget came from different product placement deals, as reported. >> it is a necessity. people make such a big deal out of it. it is unfortunate, but we get movies made. that's all that matters. movie made and everybody wins. >> it is a necessary evil? >> i think it is, in a way. it's not like it is something new. it's been happening the last 50 years. i don't see it as such a big deal. >> but some directors to see product placement as a big deal, because the impact it can have on us if it controls filmmaking. >> befriended person who gives the product placement money will be on the set giving instructions -- the friendly person. >> the film that has been getting strong advance reviews is just as much a commercial marketing machine as ever. bond probably outdoes most other fictional movie heroes when it comes to selling products. bbc news, new york. >> to coincid

he has always obtained -- maintained his obsession with fast cars, beautiful women, and vodka martinis. >> the stars, the stones, the girls, the gadgets -- the stunts, the girls, the gadgets, the cars, a few of the things that have made the bond series recognizable the world over. it was 50 years ago that cinema audiences first heard 007 say, "bond, james bond." >> i had never seen him so nervous as he was that day. i took him into the commissary and had a drink. he came back on the set and "my name is bond, james bond." who knew it would be such an iconic success. >> office gold to the tune of more than 3 billion pounds worldwide in more than 22 movies. it has been a huge factor supporting and promoting the british film industry. >> once you start showing how incredible set pieces can be shot in the u.k., all the people start to go here. we have the personnel. it was easy. bond relies on that. they highlight the fact it can be done in the u.k. >> his enemies have consistently failed to kill him off. the love of his fans have kept them alive at -- has kept him alive at the box office f

vodka martinis. >> medium dry martini, lemon peel, shaken, not stirred. >> vodka? after he left, so did the cloud of smoke. it won't come again. and so did all that chest hair. chest hair then and now. daniel craig says every single bond who has come and gone and come and gone knows at the end of the day, they owe it all to him. >> it's the lone hero. and it was sean and it was this magnificent man who, that's the person everybody, every male wanted to be. >> today, connery is age 82 and knows it's always a time when you can use a little trip -- >> oh. >> into fantasy. >> soldiers, sailors, fat guys, thin guys, all the guys, younger guys. i still get stuff sent to me and, you know, notes, sexiest man alive and all that stuff. my name is bond. james bond. >> and so we choose sean connery and we asked if he would send us a message today and he did. and here is what he told us to tell you. "i'm sitting here, reading a great book, thinking how happy i am that someone else gets to keep mi-5 safe. cheers." thanks for watching. we're always here at abcnews.com. "20/20" la

turns 50, we think that's as good a reason as any to raise a glass, provided of course, it's a vodka martini is celebrating his 50th anniversary on screen with a new film due out next month. bond is the longest running movie franchise in history, and one of the most profitable, earning nearly $5 billion in ticket sales worldwide. what's the secret to 007's longevity? we found that, while onscreen, bond has consistently changed with the times, behind the scenes, one family of producers has been responsible for his success from the very beginning. back in 1962, a small-time producer named albert "cubby" broccoli made the first bond film, and went on to produce 15 more. before he died, he turned over control to his daughter and step-son, producers who still own half the franchise and oversee every aspect of every film, including the latest one, "skyfall." >> action. >> cooper: cubby broccoli's daughter, barbara broccoli, and his step-son, michael wilson, recently wrapped production on "skyfall," the 23rd bond film in the franchise they inherited. before your dad stepped down, did he give you an

>> i'll have a vodka martini, shaken, not stirred. >> do you expect me to talk? >> no, mr.to die. terror me, the best bond villain of all time is goldfinger. he is obsessed with gold. you would think somebody like that would be easy for james bond to foil but he actually gets smarter as the film goes along. >> i'll never find another girl like you. will you marry me? >> the best bond girl, tracy. she's the woman that bond marries. she has everything that you could want in a great bond woman character. she's brilliant, she's strong, she's beautiful, she's also incredibly troubled, and her father happens to be one of the great crime lords of europe. best action sequence of a bond film is one where bond doesn't have to rely on technology. in fact, can't rely on technology. "casino royale." amazing leaps over a building under construction. it really shows james bond's determination, drive, guts and ingenuity. best james bond car by far, aston martin db-5. cost more than most british citizens made during the course of a year when it came out. you see it in all the recent bond fi

. >> knowing you like apple martinis and vodka and a little citrus, i would start with this.t's by a brewery -- [indiscernible] it's the second highest quality level for sockeye. you taste a little more alcohol on the second sip. >> i am in favor of everyone drinking. you're also a champagne lover. >> i love champagne. >> this is a very special socky, the sparkling, the highest quality. >> i never had a sparkling one. >> most people haven't but we have several on our list. >> again the restaurant is in baltimore next door to the four seasons hoe team. i love the four seasons. look how sparkling that is. how does it taste? >> world socky week we're celebrating. >> let's raise a gas. cheers. -- raise a glass. cheers. international sock eye week. >>> upper 70s. warm the next few days. maybe a shower or to tomorrow as well. a great calendar, critters for the cure, jc. congratulations. >> thank you and to all those who contributed to that calendar. >>> come back and visit us at 5:00. bye-bye. too many americans are struggling to find work in today's economy. too many of those who

martini, two at the most. three, your under the table, four you're under the host. >> guillermo, get a bottle of vodka. >> jesse tyler ferguson. >> the winner of your character is eric stonestreet. >> he was so generous to me in his speech and rightfully so. >> and music from the killers. >> i'm kidding. i won't hurt you again. i won't. >> dicky: from hollywood, it's "jimmy kimmel live"! tonight -- julianna margulies. jesse tyler ferguson. and music from the killers. with cleto and the cletones. and now, once again, here's jimmy kimmel! ♪ it's "jimmy kimmel live" [ cheers and applause ] >> jimmy: welcome. i appreciate that. i'm jimmy, i'm the host. appreciate that, thank you. thank you for watching. we have a lot going on tonight. we had a lot going on last night. the reason my voice sounds like big ang from "mob wives" is i hosted the emmy awards last night. [ cheers and applause ] and i was out very late. you know that the host also has to clean the theater after the show? [ laughter ] they told me it's a tradition. i like this mug thing, though. i have my new -- "the view" sweet 16 mug. and then we had a par