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Product placement in movies is big business –- it brings in extra funds for the film-makers and guarantees publicity for the brands involved. Recent examples have included Apple's PowerBook helping to save the human race in Independence Day and its similar role in Mission Impossible. But now, one of the more sublime product placements of recent years has come to light. Fujitsu is supplying printers to the new James Bond movie, The World is not Enough. Printers. James Bond. Nah, surely not. How would that go? "Do pay attention double-oh-seven, it may look like an innocent Fujitsu printer, but observe closely... it prints and it umm, well, prints... and, ahh..." Perhaps Q has finally run out of groovy gadgets to show the promiscuous secret agent. Can there be any other reason for Fujitsu's involvement in The World is Not Enough? Presumably the film makers wanted to quash the filthy rumour that the British Secret Service still uses typewriters and Morse code. Or could it be that Fujitsu has incorporated previously unmentioned features into its printers? For example: the ability to print onto self-destructing paper; the secret rocket launcher function buttons; remote enemy network crashing (or isn't that Back Office 2000 -- no that's Remote Access, sorry.); paper jams perfectly timed to foil the evil Dr. Von Canon's plan to take over the world... etc. A Fujitsu spokesman, Terry Forrest, commented: "Although the product isn't used to finish off the villain in the last scene, it is a great privilege to be chosen to feature in the Bond film." Death by printer? The mind boggles. ®

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