Sony Picture Entertainment and Smirnoff partnered to promote the theatrical release of CASINO ROYALE. Smirnoff was the vodka for the martini-loving spy† who famously demands his be "shaken, not stirred" and was featured in the film. In addition to placement in the film, the partnership had a TV ad with the spy breaking a bottle of Smirnoff out of a booby-trapped briefcase. It also sponsored a sweepstakes with prizes of $10,000 for entering codes from Smirnoff bottles at a website.