Here’s the first official still from Skyfall, and it basically tells us … nothing about the upcoming James Bond movie that is scheduled to arrive in theaters in November. We must have patience though, right? In the meantime, here’s an update on production, which brings some very ominous news of James Bond abandoning his usual “shaken, not stirred” martini for beer — Heineken, to be specific. This change has occurred in the spirit of commercial sponsorship, and Daniel Craig has called the move “unfortunate.” Yes, considerably.

Of course, Daniel Craig should be well used to his Bond being the ultimate sellout, which probably pisses off Craggy Craig but is certainly necessary to make a big-budget movie in today’s Hollywood economy. In 2008, a marketing exposé revealed that Quantum of Solace “earned a record $50 million” in product placements (with manufacturers ranging from Ford to Avon to Ocean Sky private jets), which topped Die Another Day‘s previous record of $44 million. So the Bond franchise is no stranger to padding its budget with advertising dollars (and why not?), but it still seems like a damn shame that Skyfall is actually taking away Bond’s characteristic martini and replacing it with beer. Purists are sure to be even more annoyed than when Casino Royale earned $36 million from six different product placement sponsors, which included switching out Bond’s Rolex watch for an Omega. Seriously, the watch swapping was awful and obvious (and Vesper Lind even made an ironic comment), but now Bond is abandoning his trusty martini? Bloody hell in a well-manicured handbasket:

Daniel Craig has stepped in to defend a sponsorship decision which will see James Bond drink beer rather than his usual shaken, not stirred, Martini.

The makers of Skyfall have inked a deal with Dutch beer company Heineken for a $45 million. And the actor has called it an “unfortunate” but necessary financial move.

Craig told website Movie Fone: “We have relationships with a number of companies so that we can make this movie. The simple fact is that, without them, we couldn’t do it. It’s unfortunate but that’s how it is. This movie costs a lot of money to make, it costs as nearly as much again if not more to promote, so we go where we can. The great thing is that Bond is a drinker, he always has been, it’s part of who he is, rightly or wrongly, you can make your own judgement about it, having a beer is no bad thing, in the movie it just happens to be Heineken.”

The release of the movie, which marks 50 years of the film franchise and will open in the U.S. in November, is also set to coincide with a global advertising initiative that will star the actor. Mr Craig will appear in a television ad campaign, while his image will be printed on limited-edition bottles, to go on sale ahead of the film’s launch date. Skyfall director Sam Mendes will even consult on the direction of the television spot.

Fans of the Bond film franchise turned to Twitter to express their anger at the marketing collaboration earlier this month. One user, @SipsmithSam wrote: “Well if this isn’t the most maddening piece of news I’ve heard in a while. Ian Fleming would be turning in his grave.” @Engekiman added: “Heineken over Martini? Is nothing sacred” 007 ditching the martini ‘shaken, not stirred’ for a Heineken.”

Ad far as Heineken USA is concerned, however, the Skyfall partnership promises to be a huge success. Chief marketing officer Lesya Lysyj told Ad Age: “[James Bond] is a perfect fit for us. [He is] the epitome of the man of the world.”

[From Daily Mail]

Obviously, these films are incredibly expensive to make with all sorts of explosions, car chases, and complicated stunt work. Add in the fact that there’s one high-profile director (Sam Mendes) and lots of expensive talent (Craig, Judi Dench, Javier Bardem, and Ralph Fiennes), none of which comes cheap these days. So while the official Skyfall budget is still under wraps, it’s one undoubtedly astronomical movie to make.

As is often the case with Bond films, I am feeling quite skeptical about what we’ve learned thus far about Skyfall, but the movies generally prove my doubts wrong once they hit the big screen. Still and specially coupled with those recent photos of a blonde, villainous Javier Bardem, this non-martini business does not bode well. Just for kicks, here’s a video montage of various James Bonds asking for their obligatory martinis.

Here are some photos of Craig filming Skyfall on 4/1/12 in London. Is he wearing a Rolex or an Omega watch? I can’t tell.

Photos courtesy of AllMoviePhoto and Fame/Flynet