Lakers hire Mike D'Antoni as new coach

LOS ANGELES (AP) — The Los Angeles Lakers hired Mike D'Antoni late Sunday night, signing the former coach of the Suns and Knicks to replace Mike Brown.

The Lakers and D'Antoni's agent, Warren LeGarie, confirmed the deal two days after the Lakers fired Brown five games into the season.

D'Antoni agreed to a three-year deal worth $12 million, with a team option for a fourth season.

D'Antoni got the high-profile job running the 16-time NBA champions only after the club's top brass extensively discussed the job with former Lakers coach Phil Jackson.

The 11-time NBA champion coach met with Lakers owners Jerry and Jim Buss and general manager Mitch Kupchak on Saturday to weigh a return for a third stint on Los Angeles' bench.

The Lakers instead went with D'Antoni, a respected offensive strategist who coached Lakers point guard Steve Nash in Phoenix during the best years of their respective careers. D'Antoni was less successful during four seasons in New York, but at least restored the once-moribund Knicks to competence before resigning last March.

"Dr. (Jerry) Buss, Jim Buss and Mitch Kupchak unanimously agreed that Mike was the best coach for this roster at this time," Lakers spokesman John Black said.

The 61-year-old D'Antoni underwent knee replacement surgery earlier this month, and could be physically limited early his tenure. Black said the Lakers aren't certain when D'Antoni will travel to Los Angeles to begin work.

Interim coach Bernie Bickerstaff will continue running the Lakers until D'Antoni arrives. Los Angeles beat Sacramento 103-90 on Sunday night, improving to 2-0 under Bickerstaff after a 1-4 start under Brown.

The Lakers' next game is Tuesday night against San Antonio at Staples Center.

After Brown's dismissal, Nash and Kobe Bryant both expressed enthusiasm about the prospect of playing for D'Antoni, although Bryant also campaigned eagerly for Jackson.

Bryant idolized D'Antoni while growing up in Italy, where D'Antoni was a star player for Olimpia Milano in the Italian pro league. D'Antoni also has been an assistant coach on various U.S. national teams featuring Bryant, including the gold medal-winning squad at the London Olympics.

Nash won two MVP awards while running D'Antoni's signature up-tempo offense for the final four seasons of the coach's five-year tenure with the Suns.

Nash and D'Antoni won at least 54 games each season and reached two Western Conference finals — and they eliminated Bryant's Lakers from the first round of the playoffs in 2006 and 2007, still the only first-round exits of Kobe's 17-year career.

D'Antoni then coached New York to just one playoff appearance and no postseason victories. He also coached the Denver Nuggets during the lockout-shortened 1998-99 season.

But his NBA accomplishments can't measure up to Jackson, who won five titles and reached seven NBA finals during two stints totaling 11 seasons with Los Angeles.

Jackson walked away from the club 18 months ago after a second-round playoff sweep by Dallas, and Brown led Los Angeles to a 41-25 mark followed by another second-round playoff defeat last summer.

The Lakers then traded for Nash and Dwight Howard, setting up a season of enormous expectations for Brown — but the Lakers struggled to learn his new, Princeton-influenced offense while playing mediocre defense.

After the Lakers stumbled out of the gate while Howard and Bryant missed preseason games to preserve their health, Nash incurred a small fracture in his leg during the Lakers' second regular-season game, keeping him out of the lineup for their past five games and for at least another week.

The Lakers have improved to 3-4 under Bickerstaff after following up their winless preseason with four losses in their first five regular-season games, the club's worst start since 1993.

Despite his reputation for offensive acumen, D'Antoni's NBA teams typically have played fairly solid defense, statistically speaking — and they never had the imposing Howard or defensive stopper Metta World Peace in their lineups.

Nash had his best NBA seasons as the versatile quarterback of the Suns' offense under D'Antoni, and point guard Jeremy Lin became a star on the Knicks last season while filling much the same role.

D'Antoni resigned late last season following a six-game losing streak, surprising many observers, and former assistant coach Mike Woodson led the Knicks to the playoffs.

Phoenix visits Staples Center on Friday.

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Hathaway says ‘Les Mis’ made her feel deprived

NEW YORK (AP) — Anne Hathaway credits her new husband Adam Schulman for helping her get through the grueling filming of the screen adaptation of “Les Miserables.”

In “Les Mis,” the 30-year-old actress plays Fantine, a struggling, sickly mother forced into prostitution in 1800s Paris.

Hathaway lost 25 pounds and cut her hair for the role. She tells the December issue of Vogue, the part left her in a “state of deprivation, physical and emotional.” She felt easily overwhelmed and says Shulman was understanding and supportive.

The couple wed in September in Big Sur, Calif. Hathaway wore a custom gown by Valentino whom she collaborated with on the design. Working with the designer is a memory she says she will “treasure forever.”

The December issue of Vogue hits stores Nov. 20.

___

Online:

http://www.vogue.com/

Entertainment News Headlines – Yahoo! News

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British medical journal slams Roche on Tamiflu

LONDON (AP) — A leading British medical journal is asking the drug maker Roche to release all its data on Tamiflu, claiming there is no evidence the drug can actually stop the flu.

The drug has been stockpiled by dozens of governments worldwide in case of a global flu outbreak and was widely used during the 2009 swine flu pandemic.

On Monday, one of the researchers linked to the BMJ called for European governments to sue Roche.

"I suggest we boycott Roche's products until they publish missing Tamiflu data," wrote Peter Gotzsche, leader of the Nordic Cochrane Centre in Copenhagen. He said governments should take legal action against Roche to get the money back that was "needlessly" spent on stockpiling Tamiflu.

Last year, Tamiflu was included in a list of "essential medicines" by the World Health Organization, which often prompts governments or donor agencies to buy the drug.

WHO spokesman Gregory Hartl said the agency recommended the drug be used to treat unusual influenza viruses like bird flu. "We do have substantive evidence it can stop or hinder progression to severe disease like pneumonia," he said.

In 2009, the BMJ and researchers at the Nordic Cochrane Centre asked Roche to make all its Tamiflu data available. At the time, Cochrane Centre scientists were commissioned by Britain to evaluate flu drugs. They found no proof that Tamiflu reduced the number of complications in people with influenza.

"Despite a public promise to release (internal company reports) for each (Tamiflu) trial...Roche has stonewalled," BMJ editor Fiona Godlee wrote in an editorial last month.

In a statement, Roche said it had complied with all legal requirements on publishing data and provided Gotzsche and his colleagues with 3,200 pages of information to answer their questions.

"Roche has made full clinical study data...available to national health authorities according to their various requirements, so they can conduct their own analyses," the company said.

Roche says it doesn't usually release patient-level data available due to legal or confidentiality constraints. It said it did not provide the requested data to the scientists because they refused to sign a confidentiality agreement.

Roche is also being investigated by the European Medicines Agency for not properly reporting side effects, including possible deaths, for 19 drugs including Tamiflu that were used in about 80,000 patients in the U.S.

____

Online:

www.bmj.com.tamiflu/

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Laughing in the storm: Comics don't shy from Sandy

NEW YORK (AP) — Comedian Dave Attell told a packed house at the Comedy Cellar that New York after Superstorm Sandy had a familiar feel. "It was dark. Toilets were backing up. ... It was pretty much like it always was."

Another comic, Paul Mecurio, told the same crowd that he got so many calls from worried family members that he started making things up about how bad it was.

"I'm drinking my own urine to survive," he joked.

New York's comedy clubs, some of which had to shut down or go on generator power in the aftermath of the storm, dealt with a bad situation like they always have — by turning Sandy into a running punchline.

"If they're going to do jokes on Sept. 12 about Sept. 11, then this thing isn't going to slow us down," said Vic Henley, the emcee of a show Oct. 28 at Gotham Comedy Club.

Sean Flynn, Gotham's operating manager, said comics were including the storm in their acts but had to be careful nonetheless not to make people feel worse than they already did.

"There's the old adage that tragedy plus time equals comedy. The variable is the time," he said. Still, he added: "You can't ignore the subject. That's what comedy's all about."

The Comedy Cellar, a regular stop for decades for the country's most notable comedians, was closed from Oct. 28 through Nov. 1, but reopened on Nov. 2 after a generator was brought in at a cost of several thousand dollars. Power didn't return until the next day, and the crowds came with it.

Everyone has a bad case of cabin fever," said Valerie Scott, the club's manager.

Mecurio said he thought the joke was on him when he got a call from the Comedy Cellar saying the club was going ahead with its show even though there was no light in the West Village. He headed downtown from the Upper East Side, hitting dark streets after midtown.

"It's pitch dark," he said. "And there's a room packed with people laughing. It was so surreal. ... I'm calling it the generator show. It was a really cool thing."

"You could feel there was something special about the show," he said. "The audiences were tempered in their mood. You could tell something was up, something was in the air. I knew it was cathartic for people."

He said a woman approached him after the show to thank him, saying: "You kind of brightened my day."

Sometimes, comics used the storm to get a laugh at the expense of the crowd, like when Mark Normand looked down from the Comedy Cellar stage at a man with a thin beard.

"I like the beard," he told him. "Is that because of Sandy? You couldn't get your razor working?"

And Attell used Sandy to mock a heckler, telling him: "You must have been a load of laughs without power."

At another point, Attell looked for positives in the storm.

"There's nothing better than Doomsday sex," he said.

Mecurio said he has made a point of including the storm and the havoc it caused whenever he takes the stage.

"I feel like as a comedian in the spirit of social satire, it's what we're supposed to do," he said. "It's the elephant in the room. How do you not do it?"

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United returning $5.6M in tax incentives

United Continental Holdings, parent of United Airlines, is giving back $5.6 million in City of Chicago tax incentives.

The incentive money is tied to United's 2007 move to its corporate headquarters at 77 W. Wacker Drive, along the Chicago River.

Because of United's recent plans to move out of that building and consolidate its headquarters into Willis Tower where it has other operations, the airline said it was "appropriate" to return the money. However, it wasn't necessary.

City officials said United had so far fulfilled its obligations for receiving the money, such as maintaining a minimum employment level in the 77 W. Wacker Drive building, and that the incentives would have traveled with the company as it moved several blocks down Wacker Drive to Willis Tower.

"I commend United Airlines on an incredible act of corporate citizenship that speaks to the unique role Chicago's business community plays in the future of the city," Mayor Rahm Emanuel said in a statement.

United said it will give back $5.6 million it already received in Tax Increment Financing, or TIF, a funding tool used by Chicago to promote investment in the city.

United will also forgo up to $9.7 million more in TIF money that the city would have paid the airline, for a total of $15.3 million. However, United probably wouldn't have received the remaining $9.7 million because the money was tied to its fuel consumption at O'Hare International Airport.

"We were unlikely to ever realize the incremental $9.7 million anyway because of our improving fuel efficiency and reduced capacity," United spokeswoman Christen David said, referring to the airline's business strategy of reducing its overall flying by operating fuller planes.

The giveback does not include $35.9 million in TIF money tied to a separate 2009 incentive agreement that involved moving 2,500 workers from Elk Grove Village to Willis Tower.

"Since we are vacating 77 W. Wacker, which we redeveloped with the help of city economic incentives, we feel it is appropriate to return the funds we used for that redevelopment," David said.

The airline decided it should not combine the incentive agreements for the two locations. "This decision does not have any impact on the agreement for Willis Tower," she said.

The move to return money might seem surprising, coming from a company with thin profit margins in an industry that has struggled. Flight cancellations during superstorm Sandy caused a financial setback of $90 million in revenue and $35 million in profit for the month of October, United said last week.

"I do think this is rare," Joe Schwieterman, a professor in the school of public service at DePaul University, said of giving back incentive money. But in general, companies like to maintain their flexibility and can be hamstrung by a requirement for a minimum employment level at a certain location, he said. United's TIF agreement called for a minimum employment of 315 over 10 years, starting in 2007 at 77 W. Wacker. A 10-year commitment "is an eternity in the topsy-turvy world" of business, he said. "And employment guarantees can be an albatross around senior management's neck."

When United finishes the move, it will have more than 4,000 employees in Willis Tower, far more than the approximately 2,800 they were required to have for both TIF agreements.

United CEO Jeff Smisek said in a letter to Emanuel last week that the airline will consolidate into Willis because it "will be a critical factor in building a common company culture and greater operational efficiency, which we view as keys to our success."

He said United has met the commitments in its incentive agreements on the headquarters building. "However, now that we are relocating co-workers to Willis Tower, we believe it is appropriate to terminate those agreements and repay the city funds we have received," Smisek said in the letter.

United currently leases about 625,000 square feet in Willis. The airline secured another 205,000 square feet in the building and extended the term of its lease through 2028, according to Smisek. The airline expects to finish building out the additional space by the second quarter of next year, according to Smisek's letter.

The mayor's office called United's Willis expansion "one of the largest office space commitments in Chicago's history."

United is the fourth company to return TIF funds recently, according to the mayor's office. The others are CME Group, CNA Group and Bank of America, which together returned some $34 million in TIF money last year. CNA and Bank of America fell short of the 2,700 or so jobs each was required to keep in exchange for the tax breaks, which helped them update buildings. However, they returned the money earlier than they had to, a city spokesman said.

The returned money goes back into the TIF program and will be used for other projects.

gkarp@tribune.com

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Two dead in Indianapolis blast

Two people were killed and hundreds were displaced Saturday night when a powerful explosion leveled two homes and sparked an extra-alarm fire on the south side of Indianapolis, a fire department spokeswoman said.

The cause of the blast was not immediately known.

Two homes exploded just after 11 p.m. Saturday, sparking fires in two others and damaging at least two dozen homes, said Lt. Bonnie Hensley, a spokeswoman for the Indianapolis Fire Department.

"It looks like a war zone here right now," Hensley said.

Fire officials confirmed two fatalities early Sunday morning, and two people were taken to the hospital with minor injuries, Hensley said.

It was not immediately clear whether anyone else was missing, but officials combed the area before calling off their search efforts until daylight, Hensley said.

Officials evacuated about 200 people to a nearby elementary school, where the Red Cross was sheltering about 20 of them for the night. Others spent the night in the homes of friends or family, and officials planned to take the remainder to the Southport Presbyterian Church.

Firefighters had brought the fire under control by 12:30 a.m. Sunday but were still putting out hotspots afterward, Hensley said.

The explosion happened near the intersection of South Stop 11 Road and South Sherman Drive, said Capt. Rita Burris, a spokeswoman for the Indianapolis Fire Department.

From his bedroom a block away, 47-year-old software engineer Chris Patterson felt the walls of his home shake. The force of the explosion shattered a glass sliding door in his home, he said.

"It felt like something had hit our house,” Patterson said.

Patterson and his wife stepped outside, where they found other neighbors in the street and an orange glow in the distance.

Police came by soon after to evacuate them to the elementary school staging area. There, after checking in with authorities, stunned neighbors sat on bleachers and waited for more information.

"You had a bunch of sleepy kids and nervous-looking parents," Patterson said.

Patterson and his wife ultimately spent the night at his mother's home.

asege@tribune.com

Twitter: @AdamSege

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Apple and HTC settle global patent battle

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Manziel, No. 15 Texas A&M stun No. 1 Bama, 29-24

TUSCALOOSA, Ala. (AP) — Johnny Football and Southern Conference newbies Texas A&M took down the biggest bully in their new neighborhood and left No. 1 Alabama with badly bruised national championship hopes.

Johnny Manziel, better known around Texas as Johnny Football, staked the 15th-ranked Aggies to a three-touchdown lead in the first quarter, and Texas A&M held on to beat the Crimson Tide 29-24 on Saturday.

The Aggies (8-2, 5-2), playing in the SEC for the first season after ditching the Big 12, also might have ended the league's run of BCS titles at six years.

The defending national champion Crimson Tide (9-1, 6-1), who have been No. 1 almost all season, didn't go quietly.

AJ McCarron nearly pulled off a second straight scintillating comeback. He threw one touchdown pass and motored the ball downfield before Deshazor Everett stepped in front of his fourth-down pass at the goal line with 1:36 left.

Manziel passed for 253 yards and rushed for 92 and led the Aggies to a 20-0 first quarter lead.

"No moment is too big for him," coach Kevin Sumlin said of his remarkable redshirt freshman.

The Aggies had been 1-10 against top-ranked teams with the only previous win coming 30-26 over Oklahoma in 2002, but Manziel and Sumlin have entered the SEC with speed and swagger — and fit right in.

Alabama managed a second-shot national title after losing to LSU just over a year ago in the regular season but seems a longshot to do it again. Alabama would have secured a spot in the SEC championship game with a victory and only Western Carolina and Auburn remaining.

"Two of the three national championship teams that I coached lost a game," Tide coach Nick Saban said, counting one at LSU. "This team still has an opportunity to win the West and go to the SEC championship game and win a championship. There's still a lot for this team to play for."

Now, the Tide will have to beat the Tigers to clinch the West and get into the SEC title game. As for the national title, Alabama will have to hope for another shakeup in the form of losses by Kansas State, Oregon and Notre Dame. If the Tide wins out, and two of those teams go down, a third national championship in four seasons is still in play — along with a seventh straight for the SEC.

For now though, the SEC is on the outside looking in at the BCS title race.

Alabama kept coming back, but never caught up with Manziel and Texas A&M.

The nation's top scoring defense, forced a punt with less than a minute left, but A&M never had to kick it away. The Tide was penalized for offisides, giving Texas A&M a first down and a chance to kneel out the clock.

McCarron breathed life into Alabama with a 54-yard touchdown pass down the left sideline to freshman Amari Cooper to make it 29-24 with 4:29 left.

A quick three-and-out by the Aggies put the ball in McCarron's hands again. He opened at the 40 with a 54-yarder to speedster Kenny Bell down to the 6. Two scrambles and an Eddy Lacy run left one final shot from the 2 against a Texas A&M defense often overshadowed by its potent offense.

He had some time on third down, rolling left but finding Lacy well covered and having to try running it, a la Manziel, before Dustin Harris stopped him at the 2.

McCarron had rescued the Tide's national title hopes with a 28-yard screen pass in the final minute for a 21-17 win over No. 9 LSU. The Aggies, nearly two-touchdown underdogs, didn't let him do it again. Everett made the play on a pass toward the front corner of the end zone.

McCarron completed 21 of 34 passes for 309 yard but also was intercepted twice, ending his streak without getting picked off at 291 passes.

Eddie Lacy had 16 carries for 92 yards for Auburn and added 35 yards on four catches. Cooper had six catches for 136 yards a week after missing much the second half of the LSU game with an ankle injury, and failing to make a reception.

The Aggies had already lost to top-10 teams LSU and Florida by a combined eight points, proving they're already challengers in the powerhouse SEC.

Manziel completed 24 of 31 passes with two touchdowns and ran 18 times, including four sacks.

He kept finding Ryan Swope. They hooked up 11 times for 111 yards and a 10-yard touchdown where Manziel bobbled the ball as defenders swarmed him, reversed field and spotted Swope alone in the back of the end zone.

Manziel led three first-quarter touchdown drives for a 20-0 lead to stun the Bryant-Denny Stadium crowd of 101,821. Christine Michael had a pair of 1-yard touchdown runs in the quarter along with Swope's catch.

The rest of the game was an emotional roller-coaster ride for fans who might have thought LSU was the toughest test on the road to another championship.

Then Alabama flexed its own muscle to counter Manziel's speed, sticking with power runs to set up 2-yard touchdown runs by T.J. Yeldon and Lacy.

McCarron also converted a fourth-and-4 with a pass to Lacy to set up the first score. Alabama marched back down the field after C.J. Mosley pushed Manziel out of bounds a yard shy on fourth-and-6.

The Tide ran out all but 19 seconds with a methodical drive right back into the game.

It was still the first time Alabama had trailed at halftime since a loss at South Carolina in 2010.

Jeremy Shelley kicked a 28-yard field goal with 4:49 in the third quarter to cut it to 20-17 and Taylor Bertolet answered with a short one to start the fourth.

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Malaria vaccine a letdown for infants

LONDON (AP) — An experimental malaria vaccine once thought promising is turning out to be a disappointment, with a new study showing it is only about 30 percent effective at protecting infants from the killer disease.

That is a significant drop from a study last year done in slightly older children, which suggested the vaccine cut the malaria risk by about half — though that is still far below the protection provided from most vaccines. According to details released on Friday, the three-shot regimen reduced malaria cases by about 30 percent in infants aged 6 to 12 weeks, the target age for immunization.

Dr. Jennifer Cohn, a medical coordinator at Doctors Without Borders, described the vaccine's protection levels as "unacceptably low." She was not linked to the study.

Scientists have been working for decades to develop a malaria vaccine, a complicated endeavor since the disease is caused by five different species of parasites. There has never been an effective vaccine against a parasite. Worldwide, there are several dozen malaria vaccine candidates being researched.

In 2006, a group of experts led by the World Health Organization said a malaria vaccine should cut the risk of severe disease and death by at least half and should last longer than one year. Malaria is spread by mosquitoes and kills more than 650,000 people every year, mostly young children and pregnant women in Africa. Without a vaccine, officials have focused on distributing insecticide-treated bed nets, spraying homes with pesticides and ensuring access to good medicines.

In the new study, scientists found babies who got three doses of the vaccine had about 30 percent fewer cases of malaria than those who didn't get immunized. The research included more than 6,500 infants in Africa. Experts also found the vaccine reduced the amount of severe malaria by about 26 percent, up to 14 months after the babies were immunized.

Scientists said they needed to analyze the data further to understand why the vaccine may be working differently in different regions. For example, babies born in areas with high levels of malaria might inherit some antibodies from their mothers which could interfere with any vaccination.

"Maybe we should be thinking of a first-generation vaccine that is targeted only for certain children," said Dr. Salim Abdulla of the Ifakara Health Institute in Tanzania, one of the study investigators.

Results were presented at a conference in South Africa on Friday and released online by the New England Journal of Medicine. The study is scheduled to continue until 2014 and is being paid for by GlaxoSmithKline and the PATH Malaria Vaccine Initiative.

"The results look bad now, but they will probably be worse later," said Adrian Hill of Oxford University, who is developing a competing malaria vaccine. He noted the study showed the Glaxo vaccine lost its potency after several months. Hill said the vaccine might be a hard sell, compared to other vaccines like those for meningitis and pneumococcal disease — which are both effective and cheap.

"If it turns out to have a clear 30 percent efficacy, it is probably not worth it to implement this in Africa on a large scale," said Genton Blaise, a malaria expert at the Swiss Tropical and Public Health Institute in Basel, who also sits on a WHO advisory board.

Eleanor Riley of the London School of Hygiene and Tropical Medicine, said the vaccine might be useful if used together with other strategies, like bed nets. She was involved in an earlier study of the vaccine and had hoped for better results. "We're all a bit frustrated that it has proven so hard to make a malaria vaccine," she said. "The question is how much money are the funders willing to keep throwing at it."

Glaxo first developed the vaccine in 1987 and has invested $300 million in it so far.

WHO said it couldn't comment on the incomplete results and would wait until the trial was finished before drawing any conclusions.

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Phil Rosenthal: Forming a Bond with brands

On the big screen, a hero's mettle is established by showing how much punishment the star can withstand and how daunting the obstacles are while ultimately getting the job done.

Early in the latest James Bond movie, "Skyfall," an assassin seeks to escape on a train speeding through the Turkish countryside. His tireless pursuer is pelted with bullets, swats away bugs and, when the bad guy disconnects the trailing car, extends an arm to literally hold on to the rest of the train so the chase can continue.

And the pursuer is, in fact, tireless because it is a modified Caterpillar 320D L excavator that Daniel Craig's Bond has commandeered. The bullets are bullets, but the bugs are Volkswagen Beetles, some swept off the train, others crushed. The logo-covered excavator's arm not only holds onto the rest of the train but provides Bond a perch from which to leap into the carriage, fixing the cuffs in his Tom Ford suit as he goes after the villain.

"For (the filmmakers), it wasn't an excavator, it wasn't what they would in the U.K. call a digger — it was for them a 'hero machine' because it was something that actually saves Bond," said Robert Woodley, the marketing executive for Peoria-based Caterpillar Inc., from his office in Geneva.

Woodley arranged and oversaw Cat's "Skyfall" star turn. "It's not just having the brand out there. It's seeing what light it's going to be viewed in."

"Skyfall" is practically "Skymall," what with all the brands and products mentioned and showcased.

The practice is neither new nor isolated. Yet even by the license-to-shill standards of increasingly commercialized James Bond movies, this one has an awful lot of brand exposure. All that's missing are the NASCAR-style logo patches for Bond, no slouch behind the wheel.

Especially now that the fictional covert operator is the focal point of an extremely overt ad campaign for beer, albeit Heineken.

Never mind the other products basking in the superspy's aura, such as Sony mobile phones and Vaio laptop computers, Macallan single-malt Scotch, Honda cycles, Bollinger Champagne, Globe-Trotter suitcases, Crockett & Jones footwear, Walther guns, Aston Martin cars, Swarovski jewelry, Omega watches, OPI nail polish, Land Rovers and Range Rovers and all the rest.

Some pay for the privilege, some make other arrangements. Some, like the new James Bond fragrance hawked by Procter & Gamble, aren't in the film. But all told, sponsorship and other ancillary deals for "Skyfall" are said to have brought in $45 million, about a third of what it cost to produce the film, one of the best in the Bond series.

"We have relationships with a number of companies so that we can make this movie," Craig told Moviefone on the "Skyfall" set this spring. "The simple fact is that, without them, we couldn't do it. It's unfortunate, but that's how it is."

The 007 tradition of brand integration, brand cameos, product placement or whatever you want to call it dates back to the original Ian Fleming stories. Some would say it's in the name of verisimilitude. But it's said Bond, originally a reader exclusively of The Times of London, also began reading the rival Daily Express when that paper began serializing Fleming's work.

Through a half-century of 007 films, the practice has grown as producers realized the potential economic windfall and marketers recognized the unique opportunity of association with the 007 franchise — as well as other entertainment.

"The challenge with product placement is it has to fit," said Timothy Calkins, a marketing professor at Northwestern University's Kellogg School of Management. "When it works, there's a natural connection between the brand and the story and when it doesn't work, there's an inconsistency, and both parties are worse for the deal."

Today's sophisticated media consumer expects to see brands in TV shows, movies and even video games, according to Tom Weeks, senior vice president at LiquidThread (formerly known as Starcom Entertainment), the branded entertainment and content development operation within Chicago's Starcom MediaVest Group. But proper context — proper casting — is a must.

"Brands are stars, too," Weeks said. "They've got their own Twitter accounts. They've got their own Facebook pages. And they're invited into content as part of the experience. But it has to be done right, in a way that's not obtrusive and doesn't interrupt the digestion of that content."

Some Bond aficionados scoff at the Heineken tie-in, preferring to think of their man as a martini and Dom Perignon man. But there was Red Stripe beer in 1962's "Dr. No." And besides the familiar green-bottled Heineken (whose logo also is emblazoned on an unlikely wooden crate toppled in an early chase scene) and a lightly sipped martini, there is a memorable scene built around 50-year-aged Macallan.

"When I was at Kraft, there were times when a film would come out and our brands would be in the film and we'd be delighted … or not," he said. "I never saw a time when one of our brands was used in a way that made us cringe, but it could happen."

Case in point: the VW Beetles, out-of-stock models, crushed in "Skyfall." "While we always look for opportunities for exposure in the form of product placement, we were not involved with this placement," Corey Proffitt, who handles product communications for Volkswagen of America, told the Tribune by email.

Caterpillar, which first tied up with 007 in 1999's "The World is Not Enough," hopes the "Skyfall" connection boosts brand awareness, particularly in emerging markets like China, which seems a manageable goal.

A theme of "Skyfall" is that today's world is changing faster than ever, which is as true of advertising as it is of espionage. That's why you're only going to see more brand cameos, a la the Bond films.

"The traditional tools of advertising are fading and marketers are looking for new things to do," Calkins said. "Product placement becomes one of those things that can engage people where other methods have no effect."

Talk about daunting obstacles to overcome while ultimately getting the job done.

philrosenthal@tribune.com

Twitter @phil_rosenthal

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