The Future of James Bond Under US Ownership May Be A Game Changer
The 2021 release of "No Time To Die," the latest film in the 007 series, concluded with the usual assurance, "James Bond will return." Yet, this promise has been met with skepticism among fans in recent years.
In the year following the release of Daniel Craig's final Bond film, Amazon acquired MGM, the parent company of the series. Since then, there's been a lull in activity. However, things took a turn last Thursday when Amazon announced a new collaboration that will see long-standing Bond producers Barbara Broccoli and Michael G. Wilson stepping back while Amazon assumes complete creative control.
Reports of tension between Amazon, who naturally sought a return on their investment, and Wilson and Broccoli, whose primary concern was protecting the Bond brand, have circulated in recent years. This new development has elicited mixed reactions from Bond enthusiasts.
David Zaritsky, who runs The Bond Experience fan channel on YouTube and Instagram, expressed both sadness and anticipation. He lamented the loss of the traditional custodians of the Bond legacy but acknowledged that the franchise needed a boost of activity. Zaritsky expressed hope and even excitement that Amazon might breathe new life into the series.
Looking at other franchises that have undergone significant expansion may give some insight into what lies ahead for Bond in the Amazon era. Lancelot Narayan, a Bond historian, journalist, and filmmaker, likened the situation to George Lucas selling Lucasfilm to Disney in 2012, which led to accelerated production of the Star Wars brand. However, such rapid expansion raises the risk of overextension, potentially causing long-term harm for short-term financial benefits.
Fans of the franchise will be hoping for improved outcomes from potential Bond spin-offs, given the lukewarm reception of the 2023 game show 007: Road to a Million. The topic of who will succeed Craig as the next James Bond remains a hot topic, even serving as the focus of a new show in Cirencester, "A Role To Die For."
Derek Bond, the show's director, spoke about the necessity of reinventing the character of James Bond to keep up with the times. He suggested that the franchise could benefit from exploring origin stories for various characters, similar to successful spin-offs like Cruella and Wonka.
However, not all fans are embracing the prospect of change. Griffin Schiller of Film Speak expressed concern that the franchise is at risk of losing its unique charm and becoming overcommercialized under Amazon's control.
Despite the potential for a generational shift in the Bond fan base, Broccoli has made efforts to keep the franchise relevant to younger audiences, such as enlisting popular young artists like Billie Eilish for theme songs. With Amazon at the helm, the direction of the franchise could shift to captivate younger viewers and appeal more to the American market.
Film journalist Hannah Strong voiced concerns about the potential impact of this shift on the British film industry. Despite these concerns, Amazon is cognizant of the significant revenue the Bond franchise generates and is likely to avoid drastic changes that could jeopardize its success.
The most critical decision looming on the horizon is the selection of Craig's successor as James Bond. While Broccoli had previously insisted that Bond could be of any race but would remain male, this stance may not hold under Amazon's control.
Regardless of these uncertainties, Zaritsky predicts that Amazon will act swiftly, possibly introducing new merchandise or fan outreach initiatives before launching a new film.