Moonraker

SmokeScreeners review:   

"Moonraker was the eleventh film in the James Bond series, and the fourth to feature Roger Moore in the role of the British secret agent.  It also has a couple of other distinctions.

First, it was the first film in which the character of James Bond did NOT smoke!  Prior to Roger Moore taking over the role, the character of James Bond (as played by Sean Connery and George Lazenby) smoked cigarettes.  When Roger Moore began his tenure, the character changed gears, smoking cigars in each of his first three films.  However, beginning with Moonraker, Roger Moore's James Bond gave up his tobacco habit. 

That leads to the second distinction.  See if you can pick it up in this clip:

[youtube:ZvJ4so8C3Sw]

Many people notice that the man struggling with James Bond ends up in mouth of the woman on the British Airways billboard, looking like a bizarre cigarette dangling from her lips.

But, it is the billboard itself that hold the distinction.  Moonraker was the first James Bond film to have product placement, including tobacco product placement.  In this scene alone, there were four billboards, advertising  British Airways, 7-Up, Seiko Watches... and Marlboro!

While we applaud the move to make James Bond a non-smoker, direct product placement of tobacco is a slippery slope (see the blog on License to Kill for more information)."