Mexico paid $20 million for eight minutes in this movie. Then those eight minutes forced them to invent an entire cultural tradition.
Before Spectre, Mexico City had no Day of the Dead parade. The holiday was celebrated at home, at cemeteries, with family altars. Quiet, intimate, centuries old. Sam Mendes fabricated a massive street parade for the opening sequence, shot it with 1,500 extras in skeleton costumes across the Zócalo, and audiences worldwide assumed they were watching a real annual event.
Mexico's government had negotiated hard for the placement. Leaked Sony hack emails showed officials offered up to $20 million in tax incentives for four minutes of positive portrayal. Sony was drowning in a $300 million budget. The deal included script changes: the Bond girl had to be a Mexican actress, the villain could not be Mexican, and the city's modern skyline had to appear on screen.
Then the movie opened in 182 countries and tourists started booking flights to Mexico City for the parade.
The parade that did not exist.
Tourism authorities panicked. Visitors were arriving expecting the spectacle they saw in the film and finding nothing. So in October 2016, the government spent $500,000, hired 650 volunteers, built dozens of floats and giant skeleton marionettes, and staged the first real Día de los Muertos parade in Mexico City's history. 250,000 people showed up. They openly called it a "Spectre-style parade" in press materials.
Ten years later, the parade draws millions. Anthropologists call it the "pizza effect," where a cultural element gets exported, transformed abroad, and reimported as authentic. Mexico's most famous public celebration of its most sacred holiday was invented by a British director shooting a $300 million spy movie.
That tracking shot is doing more for Mexico City's economy every November than the $20 million they paid for it.
Dear football,
Today, I want to share with you that this season will be my last as a professional footballer. After so many years living my dream, I feel it’s time to start a new chapter in my life.
Being honest, even though I have been preparing myself for this moment, I found it hard to write this letter. After 20 seasons , many people have played an important role in my career.
When I first kicked a ball as a child in Pamplona with my schoolmates, I never imagined the amazing journey ahead. I’m grateful for every moment: the wins, the tough losses, the challenges, and most of all, the people I’ve met and the friendships I’ve made along the way.
To my teammates, coaches, and every staff member at all the clubs I’ve been lucky to be part of, thank you for helping me grow as a person and a player every day. Wearing the shirts of CA Osasuna, Olympique Marseille, Chelsea FC, Atlético de Madrid, Sevilla FC, and representing my country at the biggest stages has been a true privilege. Every moment has meant so much to me…
Chelsea 4-0 Tottenham
Chelsea 3-0 Sunderland
Bournemouth 1-2 Manchester City
Bournemouth 0-1 Nottingham forest
Aston Villa 1-0 Freiburg
Aston Villa 1-3 Manchester City
Brighton 1-1 Manchester United
Chelsea Football Club is delighted to announce the appointment of Xabi Alonso as Manager of the Men’s Team.
The Spaniard will begin his role on July 1, 2026, having agreed a four-year contract at Stamford Bridge.
Welcome to Chelsea, Xabi!
You don‘t learn this in European academies. You learn this as a street footballer in South America when you have nothing and can’t afford boots. Ze Roberto once said "either you make it as a professional footballer in these countries, or you become a criminal and land on a gang"
If Chelsea are a serious club they are holding a press conference on 90 minutes, telling us that they have completely failed with the project and changing it, telling us they are sacking the SDs with immediate effect, and telling us they are sacking Liam Rosenior. Simple.